SeeWhy Brings Real-Time Web Analytics and Shopping Cart Abandonment Remarketing to Eat’n Park

INDIANAPOLIS & ANDOVER, Mass.--(BUSINESS WIRE)--SeeWhy, Inc., the website conversion company, today announced that Eat’n Park Hospitality Group has selected SeeWhy’s web analytics service, Abandonment Tracker Pro, to perform real-time shopping cart abandonment remarketing. Driven by the SeeWhy and ExactTarget partnership announced last month, the move lets Eat’n Park complement its existing ExactTarget email marketing activities with optimized and automated real-time email follow-up campaigns that can convert up to 50 percent of website abandoners to customers.

“We spend a lot of time and money to get people to our website, but not everyone buys”

SeeWhy, an ExactTarget Extensions Network certified partner, will be showcasing Abandonment Tracker Pro and its integration with the ExactTarget email platform at the ExactTarget User Conference, Connections ’09, being held at The Westin Indianapolis from October 13–15, 2009. SeeWhy will be in booth 18.

“We spend a lot of time and money to get people to our website, but not everyone buys,” said Adam Golomb, director of marketing for Eat’n Park. “A lot of people show up, make a conscious effort to put something in their shopping cart, but for some reason, they abandon. Those abandoners are low-hanging fruit, from a marketing standpoint. The SeeWhy service makes it easy for us to maximize website conversion and grow our sales.”

Charles Nicholls, founder and chief strategy officer of SeeWhy said, “Eat’n Park is precisely the kind of company we had in mind when we partnered with ExactTarget. Now, Eat’n Park will be able to automatically send real-time, follow-up emails that nurture embryonic customer relationships and encourage abandoners to return to the website to complete their purchases.”

Eat’n Park Expands Email Marketing Efforts with SeeWhy

Eat’n Park is an 80-location restaurant chain. The company’s successful launch into ecommerce has prompted the creation of another online business, The Smiley Cookie Store. Since 2007, the company has been using ExactTarget to perform email marketing for its restaurants as well as for ecommerce conducted on eatnpark.com. In particular, Eat’n Park sends out bulk email as well as trigger messaging for its birthday and anniversary programs and for “thank you” emails and a lapsed customer program.

To further boost online sales, the company also invests in search engine marketing and search engine optimization. And as the company ramps up The Smiley Cookie Store, it is looking to SeeWhy to help increase its website conversion numbers.

Golomb said, “In our restaurants, the conversion rate is almost 100 percent. But online, conversion rates are in the single digits, so this is a change for us as a company. Getting conversion rates to double with SeeWhy is the easiest way to grow our sales. Compared to our other activities, SeeWhy could be a home run for our sales.”

While Eat’n Park considered building similar web analytics capabilities in-house, the decision to select Abandonment Tracker Pro was based on SeeWhy’s expertise, both in analytics and in remarketing best practices. Similarly, Eat’n Park valued the ease and speed of implementation enabled by the tight integration of Abandonment Tracker Pro and ExactTarget.

Abandonment Tracker Pro is a web analytics service that automates and optimizes abandonment follow-up actions to meet the growing demand for remarketing solutions in ecommerce. According to SeeWhy Research, only two percent of web analytics users are able to conduct email remarketing campaigns within one hour to follow up with people who abandon their sites. Moreover, 90 percent of those users not currently doing email remarketing want to start. The e-tailing group 8th Annual Merchant Survey reinforces those statistics, revealing that targeted email is the top technique most merchants plan to use to impact website conversion.

While many industry experts and studies have proven that best practices require an immediate, first follow up with abandoners, email remarketing is typically done several days after a website visitor abandons a site. Recent research studies by analysts consistently show that an immediate follow up is most relevant and least intrusive to the recipient.

For information on SeeWhy, visit www.seewhy.com. For additional perspectives, please visit and subscribe to the SeeWhy RSS blog feed at http://websiteconversion.blogspot.com, and follow SeeWhy on Twitter at @webconversion.

Additional Resources

Eat’n Park

Eat’n Park website: http://www.eatnpark.com/
Eat’n Park blog: http://blog.eatnpark.com/
Eat’n Park on Twitter: @SmileyCookie
Smiley Cookie Store: http://www.smileycookie.com/

SeeWhy

SeeWhy website: http://www.seewhy.com
SeeWhy blog: http://websiteconversion.blogspot.com
SeeWhy on Twitter: @webconversion
News releases:
- ExactTarget and SeeWhy Deliver Real-time Shopping Cart Abandonment Email; 9/22/09; http://bit.ly/14TcV6
- SeeWhy Revolutionizes Website Conversion with First Real-time Abandonment Tracking Service; 8/4/09; http://bit.ly/ATPro
- SeeWhy Launches First Free Abandonment Tracking Service that Converts up to 30 Percent of Website Abandoners; 5/5/09; http://bit.ly/ATFLaunch
- SeeWhy Bolsters Leadership With $4.5 Million in Venture Capital, New SaaS Delivery Center; 5/6/09; http://bit.ly/SWFunding
Whitepaper:
- Website Conversion, Optimizing visitor conversions with real-time monitoring and abandonment follow-up; http://bit.ly/ConvWP

About SeeWhy

SeeWhy delivers breakthrough improvements in website conversion through continuous analysis of individual visitors and proactively optimizes real-time actions. Powered by a unique next generation event processing architecture, the SeeWhy suite of real-time web analytic applications is delivered “on-demand.” Remarketing to abandoned visitors using the SeeWhy Abandonment Tracker service converts up to 50 percent of visitors that had abandoned their shopping carts, online forms, applications and registrations. This service provides one of the highest and most easily attainable ROI’s of any online marketing initiative.

SeeWhy is a Red Herring Top 100 Company, has been named a Global Innovator by Guidewire Group and was highlighted as a cool company by Gartner, Inc. SeeWhy was incorporated in 2003 and is headquartered in Andover, MA. More information can be found at http://www.seewhy.com/.

SeeWhy, the SeeWhy logo and SeeWhy Abandonment Tracker Free are trademarks of SeeWhy, Inc. All other trademarks are the property of their respective owners.

Tags:
Shopping cart abandonment, website conversion, web analytics, SeeWhy, ExactTarget, Eat’n Park, ecommerce, internet marketing, email marketing, marketing software