Web Analytics: Three Success Stories

While Elderhostel accepts catalog requests and enrollments on its Web site, the primary purpose of the site had always been to educate the company’s customer base about its products in an attempt to save customer service reps (CSRs) from doing the same explanation. What Spiers found, however, was that customers were abandoning the site on education pages, which suggested that more information was needed. His team added a deeper layer of program description and navigation to the site, which in turn reduced the amount of time his CSRs spent explaining Elderhostel’s programs.