Solved NetConversions Influences  Kelley Blue Book (KBB)

>cases NetConversions Influences Kelley Blue Book >Abstract Kelley Blue Book (KBB) is one of the most visited automotive sites on the Web. Visitors flock there to estimate the price of a car they might buy or sell. KBB needed to enhance its site's performance for advertisers, who had become a major source of revenue as sales of the printed Kelley Blue Book had declined. NetConversions is one of the new Web analytic services to evaluate Web site performance. This case reveals how Web sites are evaluated so that new design elements can be developed and tested. www.netconversions.com; www.kelleybluebook.com >The Scenario When you buy a car, new or used, you want to be sure that you do not overpay. Kelley Blue Book (KBB), a publisher of detailed cost and other data on cars, is in the business of assisting buyers determine fair prices. For decades, KBB annually published a book that flew off bookstore shelves. But like many publish- ers in the dot-com age, KBB needed to find a new business model. Today, it makes the same information available via the Internet, deriving its revenue from advertising exposures (measured by page view impressions) and activity on partner links on its Web site (measured by visits generated by mouse clicks on the link). According to Nielsen//NetRatings, the KBB Web site is the number-one Web site for automotive research. In October 2002, KBB served up its 1 billionth customer automotive pricing report, the backbone of its Web site. >TrueUsability In late 2001, KBB saw a demonstration of the information-rich actionable data that NetConversions (NetC) could provide with its TrueUsability assessment. Companies spend hundreds of thousands of dollars developing revenue-produc- ing Web sites and need to make them as effective as possible. Each time they change an element on a page, add a page, or delete a page, they take the risk of endangering their customer satisfaction and loyalty as much as enhancing it. KBB needs car buyers to return to its site repeatedly; such visits generate a major source of its revenue. NetConversions' Adrian Chiu describes True Usability as a detailed research methodology divided into two primary phases (1) site analysis and (2) Hill Climbing, Site analysis is further divided into three subphases: (a) visitor tracking, (b) data analysis, and (c) reporting. Site Analysis. In the first subphase, NetC tracks site visitor behav- ior. This process can take between 48 hours and 7 days, depending on the number of visitors to a site and the level of analysis the client desires on each Ducinace Dacaanah Mathode 12a/Schindlas