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Stop building communities and start joining in   The internet is changing the way smart companies sell to their customers.   Traditional corporate ad-speak sounds lofty and unapproachable online, especially when the rest of people are talking with human voices. There’s also been a huge shift in the balance of the power. Think how quick and easy it is to fire off an email to customer services when a...

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We all know what we think makes an effective website design.   The trouble is, you and I aren’t the customers and we can’t possibly know for sure what works the best across the online audience. We can also waste a lot of time arguing within the design team, or with what analytics guys calls the HiPPO (Highest Paid Person’s Opinion) about what works. But it’s the...

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Much has been written about engagement and how to measure it – but it’s a difficult idea to pin down.   Engagement is helpful because as activities online and site continue to develop and diversify, so does the need to qualify behavior.   Generally, Web Analysts and site stakeholders use clearly identified goals and a few corresponding “hard” conversion metrics to assess performance, but using a set of trended,...

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