Sane Solutions on Tuesday said that FreshDirect, the online fresh food and grocery company providing online food delivery service to customers in New York City, is using NetTracker® Web analytics
software to increase the number of customers it acquires, converts and retains through online marketing activities. FreshDirect, who's Web site processes thousands of transactions each day uses
NetTracker to identify which banner advertisements acquire the most site visitors that go on to complete an online purchase. "NetTracker reports the response rate for each banner ad. We increase the
usage of the most successful ads and when NetTracker identifies a banner ad with a low response rate, we rework the creative and placement," said John Boris, vice president of marketing at
FreshDirect. "This cycle constantly increases the number of conversions we achieve and therefore the ROI from our ads." NetTracker's funnel reporting also answers FreshDirect's questions about just
how far each visitor makes it toward a conversion from an e-mail campaign. "We track how many customers received the e-mail, how many opened it (via an embedded image in the e-mail), how many clicked
through to the site from it, and finally how many made a purchase (completed a check out) during that visit," said David Gerridge, project manager at FreshDirect.
