Going for the Green

“We recognized in early 2006 that we needed a platform that could help us grow over a number of years, with tools such as Web analytics and search engine optimization,” he says. Enlisting the services of a Web site developer and a new Internet platform, the Watts site has entered a new growth mode.

The site originally was developed with a Microsoft Commerce platform, which it operated under until 2005, but the site’s continued growth rendered the platform inefficient. John Watts noticed the site’s shortcomings, including bandwidth and server-size issues, as well as an inability to track the site’s traffic. “We had to be able to analyze traffic,” he says, to market to the company’s customers more effectively.