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Business Link Kent reveal new five-figure website re-design

Business Link Kent reveal new five-figure website re-design citing web analytics as a key crucial contributing factor

27 November 2002, London, UK ---- Business Link Kent has revealed their new website design, which has been developed with input and assistance from web analytics company WebtraffIQ.

The new website has been designed over several months by in-house staff and by ICP Europe Publishing. It is currently being usability tested before its full implementation and public launch aimed for early 2003. ICP Europe Publishing is also responsible for the development and hosting of the Business Link Kent site – in a Solaris, Unix, Apache and BEA Web Logic environment.

The new website took approximately six months to design, with 100 man-days of design time and allocated costing of £20,000. The project will require a further budget for its full implementation that is scheduled for early 2003. The new website will enable Kent Small Medium Enterprises [SMEs] to access Business Link services and source answers to their questions much more easily. In particular, they will be able to access a very comprehensive directory of businesses in Kent consisting of 55,000 entries.

The WebtraffIQ web analytic solution provides an accurate picture of website usage which enabled correct user-centered design decisions to be made. In the future WebtraffIQ will play a further major role in validating the new design when the website is launched, producing the data necessary to refine and maintain the design.

e-Business co-ordinator at Business Link Kent, Anthony Butler, explains, “Web analytics played an extremely vital role in the re-design of the Business Link Website. It will play a similar role in validating the new design when it is launched. We needed to know more about our users and how they navigated the current website. The information that we required needed to be robust, accurate and then be presented to us in real-time, in an easily digestible useful format. WebtraffIQ met all of this criteria and much more, enabling us to really qualify and quantify our data, so we could harness results and then apply this to the re-design.”

Butler adds, “Monitoring the Business Link Kent website and further understanding our users is an on-going process, and is necessary to support the navigation and usability of the website to enhance a positive visitor experience. We have designed a great website for the SMEs of Kent, but we are keen to always provide the best services for them, and knowing more about how they interact with the new design, will enable us to do just that. The added bonus has been the use of email tracking for the marketing campaigns that we have undertaken.”

Marcos Richardson, European Director at WebtraffIQ comments, “We were pleased to be involved with providing our clickstream services to Business Link Kent, being aware that previous providers and log file analysers were not providing the information that was needed by them. Our solution has not only enabled them to design a great website to service the SMEs of Kent, but will continue to maintain its cutting edge for the foreseeable future. In addition to this, WebtraffIQ’s service also presents marketing and public relations departments with the tools to monitor and analyse all off and online promotional initiatives undertaken, arming them with the real-time ‘actionable’ knowledge that is vital to remaining competitive in the electronic communication age. ”


----Notes to editors----

Photographs are available of the WebtraffIQ team.

The media spokespeople for WebtraffIQ are Marcos Richardson, European Director and Kevin Hutchinson, Chief Technical Officer (CTO).

About Business Link Kent

Business Link Kent was set up to deliver publicly funded programmes that provide impartial business advice, information, and training to small and medium-sized businesses. It is part of the network of local Business Links that operate throughout England under contract to the Small Business Service, an agency of the Department of Trade and Industry (DTI). The Business Link mission is to help businesses access and use the information, advice, and skills that they need to succeed.

Business Link Kent is an independent limited company. Its board consists of representatives of Kent businesses and key senior managers. Its staff have extensive experience of a wide range of business issues and challenges - ranging from finance, through management, to technology. The vision is to be recognised for excellence in business support.

Business Link Kent access local, regional, European, and national funding to deliver a wide range of subsidised business support services to organisations in Kent. Working with a wide variety of partners in the County, it is the local route to a wealth of nationally supported business assistance. Because of its importance, Business Link pays particular attention to fostering e-activity, both in its own operations and in the Kent economy at large.

About WebtraffIQ

WebtraffIQ is a real-time visitor tracking and reporting analysis product and service for business web sites and e-commerce enterprises. The system has undertaken a four-year research and development-testing period and is used by over 400 individual web sites.

WebtraffIQ provides a campaign tracking service which enables clients to see how various online and offline marketing techniques are working, in effect creating a rich picture of a web site's activities.

WebtraffIQ’s clients include: Business Link [Kent], City & Guilds, Eyetracker, Mando Group, Perceptor, Reuters Business Insight, Royal Institution of Chartered Surveyors (RICS), The National Baseball Hall of Fame and Museum and Tiscali UK.

Tags: Business Link Kent, web analytics, web monitoring, web measurement, website measurement, real-time measurement, web design