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AutoAnything Increases Sales and Customer Conversions

  • August 21 2008, 6:59pm EDT

REVIEWER: Trevor Klein, senior vice president of business development for AutoAnything.

BACKGROUND: AutoAnything’s roots go back to 1979 when Selwyn Klein began manufacturing and selling genuine sheepskin seat covers and custom carpet floor mats under the name Blue Ribbon Motoring. In 1997, Klein decided it was time to take the company online and was launched. With the help of the immediate Klein family and a hand-picked team of Internet professionals with an affinity for all things auto, AutoAnything has fast become the source for auto accessories online.

PLATFORMS: Omniture SiteCatalyst 14 is used in an on-demand, hosted environment.

PROBLEM SOLVED: SiteCatalyst has given us insight into what users are doing on our site. While it doesn’t always point out the answers to issues that we have with our site, it always tells us what is happening. For example, it tells us if the site is deficient in any way by not providing our customers with the information that they are looking for or if customers have difficulty finding a product. By analyzing what our customers are doing, we can find out pretty quickly what we need to change about our site and remove any roadblocks to providing a great customer experience. has about 1.7 million unique visitors per month. A lot of our traffic is fairly targeted, because visitors come to our site through search engines. They know exactly what they want, and they type in a specific product category like seat covers into their search engine. Other customers come to the site to research products in a broader category like car accessories. Omniture SiteCatalyst provides us with this level of information, so we know exactly how to cater to each customer.

PRODUCT FUNCTIONALITY: SiteCatalyst is one of the tools that groups in our organization use as the main Web-based information repository. The groups that tap into this information include our people in merchandising, product specialists, our search engine optimization team, paid search team, affiliate marketing team and many others. Each group uses it for different purposes. The marketing team uses it to determine the performance of their marketing campaigns. The merchandising team measures trend performance. From an overall site standpoint, we use Omniture SiteCatalyst to measure and determine areas of our site that are underperforming and determine what needs to be changed - whether it’s site content, the products being offered, broken links or difficulty in navigation.

STRENGTHS: Omniture SiteCatalyst has a very clean and easy-to-use interface. The fact that the back end is designed to import other external data is really nice. We also use Omniture Genesis to integrate third-party marketing applications such as email marketing and merchandising tools with Omniture SiteCatalyst.

WEAKNESSES: At the time of implementation, we weren’t 100 percent clear on how we were going to use the product. In some respects this was difficult to determine. If a user doesn’t implement the product correctly with all of the end goals in mind, not just for today but later down the road, it can be really difficult to reimplement the product around the new groups in the organization that want to use it or the new goals you have for your organization. Going back to reimplement the product is a time-consuming process.

SELECTION CRITERIA: We initially selected SiteCatalyst because of the ease of use, the interface and my comfort level with the Omniture team. They are very personable people. I felt like they were going to take care of things and they believed in the quality of the product and the organization.

DELIVERABLES: Omniture provides reports on the status of our online business that are automatically emailed to me in a dashboard once a day, while others come to me on a weekly basis. I receive a lot of business intelligence (BI) that allows me to keep a close tab on how things are performing.

VENDOR SUPPORT: With Omniture SiteCatalyst, they were very good about supporting the product before and after the implementation was completed. They have always supported our organization very well with this product.

DOCUMENTATION: Omniture has always done a good job of providing nice documentation and supplemented this with white papers, Web seminars and other collateral that makes it easier to use the product.

Omniture SiteCatalyst 14
Omniture, Inc.
550 East Timpanogos Circle
Orem, Utah 84097
(877) 722-7088

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