E-commerce: Web Analytics System Gives a Clear Picture for Figleaves.com

Early last year, London-based Figleaves.com implemented a Web analytics solution to more easily track customer behavior on its Web site. Prior to that time, the online intimate apparel merchant relied on an in-house solution that was incomplete, at best.

Much of the in-house solution was based on the analysis of complex databases that logged customer actions on individual pages on the Figleaves site. “It was a bit like being a forensic detective,” says co-founder Michael Ross. “We had this partial picture of what was going on, and we had to infer things from odd bits of data.”