Last week, web site analytics engine Omniture agreed to acquire Mercado’s multi-channel retailer site search and merchandising businesses. Macy’s, Overstock.com, Williams-Sonoma Inc., Sears Holdings Corp., and OfficeMax, are just a few of the major retailers who use leverage Mercado consulting and technology services to vastly improve the effectiveness of their store’s navigation, search experience, and product merchandising to increase conversions.
Simply, Mercado enables a form of multivariate testing, enabling merchants to dynamically test thousands of variables to determine that which delivers your preferred results. Which is more compelling to your customers? Free Shipping or 25% off? While this can be tested with simple A/B testing, consider too that you might want to know if 10% or 30% is more effective. What about a free gift, upgrade, or a coupon toward their next purchase? Perhaps something simpler such as a ‘no questions asked’ return policy? With so many variables, a solution, like that which Mercado delivers, is the only way to truly optimize your online shopping experience.
Now, throw Omniture in the mix and the possibilities cause the mind to spin! Omniture, which not long ago aquired Hitbox, is a terribly sophisticated analytics engine capable of tracking just about everything that happens on, and in some cases off, your site. There have long been questions about the value Omniture delivers relative to Google Analytics (which is free); the most compelling reason to use Omniture is its tie to other solutions such as Mercado and SearchCenter.
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