BtoB launches new tools, personalization

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Less than a year and a half after unveiling a site redesign, the team at Managing Automation Online at Thomas Publishing relaunched the Web site in August. One of the underlying intents of the relaunch is to grow traffic "exponentially," said Publisher Heather Mikisch.

"We have been getting 60,000 to 80,000 unique visitors a month, depending on time of year, and our goal is 150,000," she said. "We also want to improve reader engagement. Our average visitor stays 5.5 minutes; we want to move that up to 7 minutes to 15 minutes. That, we believe, will lead to more conversions."

Among the new features was a product comparison and matching engine, which is now highlighted on the home page. The comparison tool enables readers to filter the Managing Automation database by industry, software and databases supported and size of company. It also allows side-by-side comparisons of products identified by these searches.

Another new feature, called "My MA," allows users to save their product searches and comparisons, as well as related site content that supports their decision making, such as white papers, case studies, articles and Web seminars.

On the advertiser side, the new reader features will lead to more in-depth reports—for example, how many times their company listing was viewed, saved or pulled up for a comparison, and against which companies. "The need for leads is certainly great, but these types of reports can give them a lot more information on their advertising ROI," Mikisch said.

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