Analytics for Web 2.0/AJAX
Lynchpin provides analytics solution to overcome Web 2.0 hurdle.
mform is a leading mortgage comparison website which gives its customers individually customised quotations about the true costs of finding the right mortgage for them. mform tasked Lynchpin with producing an analytics solution that could track user behaviour on its technically complex Web 2.0/AJAX website.
Lynchpin is a full service online analytics agency offering web measurement, reporting, analysis and consultancy expertise. With a strong e-business background, Lynchpin helps its clients turn raw web data into online competitive advantage.
The increasingly widespread adoption of Web 2.0 has created a whole new set of challenges for the web analytics industry. Technologies like AJAX completely change the page-based paradigm of traditional websites, where users click on links to migrate between pages. In AJAX users can interact with a site whilst remaining within the context of a single page. This means their movements can be invisible to web analytics tools that typically can only measure at a page level.
In order to make the mform project a success, Lynchpin first got to know the brand and its marketing objectives to determine what it required in terms of tracking and measurement. Lynchpin also analysed the functionality of the site and mortgage search process itself, which all took place within a single page using rich AJAX interactions with the user.
Lynchpin established that key on-site events on the mform website could not be measured using traditional analytics packages, as they only track behaviour when a user moves onto a new page. To counteract this, Lynchpin produced a bespoke measurement solution that tightly integrated with the AJAX site to record key events as they occurred (e.g. an application being made or the first step of the search process being completed).
This approach enabled mform to track the performance of all their marketing campaigns through the search process to mortgage application. Lynchpin also provided bespoke reporting that showed the research cycle for customers completing a mortgage application, giving mform a better understanding of how users interact with the site over time.
The outcome of Lynchpin’s analytics solution delivered clear business benefits to mform. It gained critically-important ROI information on the performance of all its online marketing campaigns. Work on evaluating improvements to the site can now begin after gaining vital intelligence on how users engage with the mortgage search process. Additionally, mform now has a better understanding of its customers through analysis that shows how often and when they return to research mortgage products.
