VITES
Welcome
Executive Briefing Notes
This section is designed for an executive management audience. There are other versions for Sales & Commercial and Technical level readers.
Component A - VITES™ Reporting
Every company has it's own information requirements and, in conjunction with VITES™ Recorder (see below), you decide what you want to report on, set targets and receive alarms for. In contrast to most web reporting systems, we work with you to agree what you want to report on (i.e. customised to you) rather than telling you what (fixed) reports are available.
It could be something as simple as "tell me the number of enquiries from XYZ campaign per day" or something more refined such as "how many days does it take for a Sunday enquiry to turn into free quotation?" It could also be a comparative view, say "what are the number of days it takes for a Sunday enquiry from campaigns XYZ and ABC to turn into a free quotation?"
Component B - VITES™ Recorder
To manage and report you have to measure. And in such a way that you can ask questions like those above and make valid decisions from the answers. VITES™ records any action or page viewed on your site.
But some measurements are more important than others. By telling VITES™ that page x is important, the system records the date and time of a visit to page x in that visitors' record. This monitoring is also extended backwards to record where the visitor came from. So you now have a complete picture, visitor by visitor, recording all the most important items of their visit as determined by you.
This data was created for your reporting needs, so you can now ask the right questions about your business, questions such as "what % of my valued customers spend more than £150?" or "how many customers who visit the website live in the following postcode region?".
Component C - Personalised Delivery
Learning is wonderful, as it allows you to improve your offering. Personalisation allows you to tailor the message or the brand to different segments of your market. The rules engine in VITES™ wakes up every time a visitor does something on the site, whether they click on a navigation point or complete a form. Once VITES™ springs into life it applies a set of rules defined by you, the site owner, to decide what the visitor sees next.
Let's demonstrate this with an example. Imagine you are a cosmetic surgery company. Your visitor has come from an FHM (25-34 male, lower middle income) advert saying "Chest & Back Hair Removal". He arrives (naturally) at the page on Chest and Back Hair removal. That is the extent of the intelligence in the Flat Web world. So what happens when he clicks on "Price List?" In the Flat Web world the answer would be to show him a generic price list including Bikini lines and various other female orientated prices. Wouldn't it be so much better to show him exactly what you would show a 25-34 year male with a lower middle income?
| Flat-web Price List | |
|---|---|
| Bikini line laser hair removal | £300 |
| Top lip laser treatment | £150 |
| Facial hair treatments | (from) £75 |
| Permanent eyebrow shaping | £320 |
| Laser sexy legs treatment | £1,250 |
| Chest laser trim | £300 |
| Full chest treatment | £750 |
| Hand hair removal | £200 |
| Back hair removal | £450 |
| Ear hair treatment (male) | £120 |
| Ear hair treatment (female) | £95 |
| 25-34 male, lower middle income | |
|---|---|
| Full chest treatment | £750 |
| Chest laser trim | £300 |
| Back hair removal | £450 |
| Hand hair removal | £200 |
| Ear hair | £120 |
| Click here to see female treatments | |
As you can (hopefully) see, the greater focus on the male in the right hand table, with its suggestion (highlighted) of the laser trim at a very affordable £300 is a better silent salesman than the generic version of pricing on the left. And if the visitor is part of the 2% that are female, she will select the "Click here" link which suggests that they might not be within the normal demographic. And as a by-product, we can use that exception to learn something for the future.
Conclusion
There is no real limit on how you use VITES™ to personalise your site. We suggest giving the profile names and document them accordingly. In the example above, we might christen our 25-34 year old male "Kev" and give him a stronger persona so when we write pages and choose imagery for him we can focus directly on the person we are talking to.
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