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imc² Announces New Offering That Measures a Website's Effectiveness in Driving Sales

Contact:
imc²
Angie Byrnes

214.224.1017

DALLAS, July 13, 2004 – imc², a leading independent interactive agency, announced the launch of its newest patent-pending online offering, ConversionMonitor^SM. ConversionMonitor, a proprietary measurement methodology, focuses on the most important website metric of all - impact on sales.

imc² developed ConversionMonitor in response to its clients' needs to understand the impact their sites have on changing visitors' brand attitudes and purchase intent. imc² conducted extensive research on viable solutions available in the market and determined there was a gap for affordable, easy-to-implement website conversion measurements.

"imc²'s ConversionMonitor allows our brand teams to better quantify and track the effectiveness of our website at impacting brand perceptions and influencing consumers' actions as a result of their online experience," stated Eric Lynch from Procter & Gamble.

ConversionMonitor shows, in a clear and actionable format, how effective a site is at driving actions that impact sales. ConversionMonitor is an easy-to-implement, cost-effective, turnkey approach to measuring site results. It can be live on a client's site within days. Upon entering a site, a random sample of site visitors are given an opportunity to answer a few questions. Then, upon actual site exit, these visitors answer a few more questions. Visitor responses provide demographic information, a site visitor's objectives and overall satisfaction with the site's usability and content, and most importantly, how effective the site was at driving them to a deeper relationship with the brand (i.e., from a non-user, to user, to frequent user).

In addition to gathering immediate results on brand perceptions and purchase intent, ConversionMonitor provides the long-term advantage of tracking and monitoring changes in consumer insights and trends, allowing marketers to make informed decisions about the direction of their online strategy and messaging.

"Until now, there has not been a cost-effective or consistent way to measure the impact of a website on changing purchase intent or brand perceptions. The response from our clients has been very positive. This offering allows imc² to directly meet a key need our clients are facing. For the first time, they are able to monitor over time the impact of their site on conversion," said Marc Blumberg, executive vice president, imc².