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Baynote is yet another company boasting that its customer behavior-tracking technology can boost revenue for Web sites.
It says it has increased revenue for some customers by up to 20 percent.
It recently raised $10.75 million in venture backing, (see our recent coverage), but we only yesterday got to see a demo of the site.
Baynote’s technology seeks to quickly get people to pages they’re most interested in. Example: One of Baynote’s customers is StressCenter.com, a site centered around advice given by stress counselor Lucinda Bassett. If you type “StressCenter.com” in your browser (see first screenshot below), there’s a high likelihood your interest is of a general nature. Baynote knows that you’re more likely to first seek a self assessment test, or a tutorial about how the StressCenter program works. Baynote knows this by analyzing behavior of past visitors, watching how much time they spend on each page, for example.
However, if you type in “Luncida for stress,” in Google, you’re more likely to be interested in things directly related to Lucinda. Indeed, Baynote finds that people using this search are more likely to spend time with things such as Lucinda’s testimony about how she overcame anxiety and depression (see the screenshots below, for how Baynote produces a menu box that caters differently to each visitor).
Baynote is also applying this to e-commerce. If you’re buying a washer, for example, Baynote will show you washers that are similar to the one you’re browsing on your retail site. It will show you washers that other people have spent time considering (Baynote tracks customers as they surf back and forth between washers). Baynote says it observes 20 types behavior patterns. Aggregate Knowledge is a competitor, showing fast growth, and doing something similar. Baynote offers some features that Aggregate Knowledge doesn’t. With some customers, such as PoliceOne.com, Baynote’s software gives you a menu page with suggestions of pages you may be interested in — and pops up previews of the pages when you scroll over the menu, thus saving you time. (If you go to PoliceOne.com, you may not see this feature; Baynote splits visitors into two groups, one who get to use the feature, and another that doesn’t, for study control purposes).
Our conclusion: This provides a lot of use for retail and information sites that until have relied on regular old (and dumb) key-word search technology (whether Google, Verity or other corporate search product).
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