The Difference?  Our Technology “Closes the Loop” to Get You the Answers You Need

Current solutions only give you part of the story.

Onsite behavior (clicks).  Visitors’ needs and opinions.  Changes in visitor attitudes.  Offline actions taken by your visitors.  Oh my!

Most, if not all of these matter to you.  But, current measurement solutions typically only capture one of these.  Web analytics tools only capture onsite behavior.  “Voice of customer” solutions such as online surveys and feedback tools only capture the needs and opinions of visitors.  Even if you were to use both of these solutions, you’d get your data in disconnected silos.  You wouldn’t be able to see how opinions are shaped by visitor behavior or even what different segments of visitors did on the site.  Even more importantly, using both still wouldn’t show you how the visit changed their attitudes and offline actions.

Of course, there is nothing wrong with any of these tools when used for what they were built for.  The problem occurs when you are trying to get answers to questions that these tools simply weren’t built to answer.  No matter how hard you squeeze it, you aren’t going to get lemonade from an orange…

Our fundamental difference:  completing and closing the loop.

Unlike these other solutions, our advanced technology “completes the loop” by capturing a comprehensive view of your visitors, including: their onsite behavior, their needs and opinions, changes in their attitudes, and their offline actions.  (Yes, we even capture key offline actions of many of your visitors.  Not everything they do though – that would be too creepy).  We do all this while staunchly protecting the privacy and anonymity of visitors (no personal information is ever disclosed except when visitors provide their permission).

Not only do we complete it, we also “close the loop”.  For each visitor, we connect their onsite behavior to their source of awareness, to changes in their attitudes, and to changes in their offline actions.  Closing the loop is powerful, especially with our predictive analytics that uncovers patterns that conventional approaches cannot.  You can finally see how campaigns and website content change product perceptions and drive purchase offline.  You can finally isolate individual content, tactics, and campaigns to see which are & are not working.  You can finally see who isn’t converting on your site, know why they aren’t, and know what to do about it.  And, you can finally know what delights your most valuable visitors and what drives them away.  You don’t have to guess anymore.

At the end of the day, it is all about getting the answers you need.  Closing the loop is only the enabler. 

Put more simply, our difference comes down to this: while current web measurement solutions too often leave marketers frustrated with more questions than answers, our solution energizes them by finally providing a clear story that shows exactly what web is doing for them and what will maximize performance.

Our technology, methodology, processes, and team have been built from the ground up to provide answers to marketers’  and executives’ most critical questions about their online marketing.  With these answers, you’ll be able to prove the value of the web for your business and know exactly how to maximize it.  The following are some examples of answers that we provide to marketers (how they are measured varies based on our client’s goals and needs).

1. Value Created.  Know the total impact and total value created, including changes in brand perceptions and offline purchases/actions due to the website visit.
2. Drivers of Results.  Know which content, messaging, and campaigns changed visitor attitudes and persuaded them to take action and which did not.
3. People Visiting. Know the people visiting (not just their behavior), their stated and unstated needs, motivations, and how to best delight and influence them.

KnowClick vs Web Analytics: Know the total impact of your online marketing

While web analytics solutions excel at reporting on everything visitors do on a website, they leave marketers in the dark on how the site changed visitor perceptions, whether it drove visitors to take action offline, why the visitor viewed certain content, and even who the visitors are.  Not matter how much analytical horsepower you provide, onsite behavior data simply can’t give you these answers.  Without these answers, marketers don’t know and can’t prove the total value of their efforts and aren’t clear on where they should focus to drive results.

In contrast, KnowClick captures all of this information to provide marketers with the answers and insights they need to prove their value and drive results.

KnowClick vs Visitor Feedback Tools and Online Surveys: Know what drives action

Feedback tools and surveys help to capture “the voice of the customer” – whereby a visitor provides his/her opinions about the website and sometimes their reasons for visiting.  They mainly provide a channel for visitors to tell you what they think, which is helpful for better understanding what was and wasn’t helpful in the visitor’s eyes.  However, they have three primary limitations:

1. No measures of business impact.   They don’t measure impact from a marketer’s perspective; staying silent on how the site and its content impacted visitor perceptions & actions.
2. They rely solely on what people “say”, not what they do.  What people say on a survey or feedback form is often very different from what they’ll actually do and what will influence them to act.
3. Their recommendations are based only on what visitor’s want, not marketers.  While some are very worthwhile, many will have no impact on business results.  What the visitor wants and what will influence him/her can often be very different.
4. Bias in respondents gives an inaccurate picture.  They do not provide an accurate or complete picture of visitors since there is often “response bias” (those happiest/angriest with you are more likely to lend their voice).  This is fine when trying to identify what visitors believe are problems, but it is not reliable for getting an accurate picture of your audience or the impact of the site.

In contrast, our technology overcomes these limitations by a comprehensive view of the people visiting, including the “voice of the customer” in addition to their behavior on the site (“clickstream”), changes in their attitudes, and their offline actions.  Get a demo to learn more.

Easy to Get the Answers You Need

We’ve built KnowClick to be as easy as possible for clients to benefit from.   For our clients who use our turnkey solution, it literally takes most a few hours to implement and many do not need IT involvement.  No training is needed.  This is all made possible because 1) our software and analysts do the heavy lifting for you and 2) the comprehensive information captured makes it simple to tell and understand what your online marketing is doing for your business and how it needs to be improved. 

Next Steps

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