SiteSpect AMPS speeds up site performance and allows Web marketers to modify sites to measure key metrics such as conversion, lead generation and user engagement.
SiteSpect's latest Website-optimization
application allows business managers to test and optimize content placement on
Websites unobtrusively to increase the effectiveness of marketing programs and
page-load times, the company said.
Introduced on Jan. 25, SiteSpect
AMPS (Automated Multivariate Performance Solution) lets Web marketers and site
owners run "experiments" to see which version of a Website is more
"persuasive," Eric Hansen, SiteSpect's CEO, told eWEEK. The definition of
"persuasive" varies by the business; e-commerce sites could define it as making
site visitors buy more items or spend more money, while information portals
such as insurance sites may define it as the making visitors register for an
account, Hansen said.
By allowing managers to change
the site on the fly, such as by showing an alternate headline, changing the
image placement or adding certain links, SiteSpect can collect key
that can be used to compare which versions of the
site were more effective, said Hansen.
SiteSpect is used in a
number of areas, such as e-commerce and travel sites. Business managers can
also take advantage of the platform's behavioral-targeting capabilities by
serving up different versions of the page based on the site visitor's behavior
or profile, said Hansen.
With SiteSpect AMPS, a site
may show a special promotion to first-time site visitors or localized sale
information based on the user profile, he said. Campaigns that are of limited
duration can be easily set up in SiteSpect without requiring the business to create
There are competing products
that allow site owners to move content around a page or to collect Web metrics
to analyze key performance indicators, such as Google
Web Site Optimizer
, Hansen explained. Adobe also has a Web analytics tool
from its acquisition
, he said. SiteSpect differs from these products in that it does
site, he said. SiteSpect has more in common with CDNs (content-delivery
networks) in the way it collects user data, according to Hansen.
SiteSpect customers modify
their DNS records to point their host names to SiteSpect's customized domain
name. When visitors come to the site, SiteSpect automatically serves up
appropriate pages and collects statistics, said Hansen. Site owners log in to
the console to see reports and check on specific campaigns, he said. SiteSpect
collects and stores information on all user behavior, for example, what links
are clicked on, how much time is spent on the site and what path the user follows
during the session.
The console also has a tool
that puts the Web browser into a "special mode" that allows the site owner to
drag and change elements on the Website on the fly without modifying the actual
source HTML, Hansen said. SiteSpect applies the modifications to the actual
site when loading pages for the individual user, he said.
"It's a virtual CMS [content-management
system] where you can make changes," said Hansen. Site owners never have to
change the actual site in the CMS if they don't want to, he said, although it
may make sense to make major site-wide changes, such as a new navigation
structure. The ability to maintain changes in SiteSpect is useful for
promotions that have a specific shelf life, and it is designed for environments
where changes to the site may take time or require development resources,
SiteSpect AMPS also has the
capability to segment users based on time of day, geographic location and
browser type, said Hansen. AMPS can also segment based on mobile devices.
SiteSpect AMPS also
accelerates and optimizes Website performance so that pages load quickly,
decreasing page-load times as much as 50 to 70 percent, according to the
company. Given two sites with identical content, the one that loads faster is
the one visitors are likely to prefer and return to, leading to higher
conversion rates, higher average order values and better site "stickiness,"
Hansen said. The page's load time also has SEO implications as faster-loading
pages tend to be ranked higher on search-engine results, he said.
SiteSpect AMPS optimizes
combining scripts, and reordering elements for optimal processing. Page-load
time is decreased by adjusting cache settings to reduce network overhead,
according to the company.
AMPS integrates with
SiteSpect's core content-testing and targeting platform, which is priced at
$3,000 a month. SiteSpect AMPS is available as either an on-premise Enterprise
appliance or a cloud-based ASP version, and is priced at $600, with incremental
fees for going over bandwidth limits, Hansen said.