When You Need More Than Clickstream Data

Like many companies, Gardener’s Supply tried several Web Analytics solutions before settling on its current application: Omniture. But the merchant’s experience taught it to be realistic about how it would use a Web Analytics tool. Chris Thompson, chief technology officer, says, “The most important thing we do with our Web Analytics tool now is A/B testing, putting a different version of our Web site on each of our front-end servers to see which one performs best. Sometimes the best design is not the best performer,” he notes.