ECNext, a provider of technology and services for marketing, selling and delivering commercial business content via the Web, launched a new e-marketing consulting service intended to help business publishers and other information vendors increase revenue from their online content sales and targeted advertising. The new service offers two programs aimed at increasing Web site traffic and conversion: The ECNext Web Visibility Assessment and the ECNext Site Usability and Conversion Path Assessment.

"Seventy-nine percent of all business information searches begin with a search engine such as Google or Yahoo!," says Vice President of ECNext Consulting Services, Michael Perkins, Ph.D. "It is vitally important that publishers' products are visible to this large group of potential customers."

The ECNext Site Usability and Conversion Path Assessment helps publishers convert visitors to customers by providing recommendations for improving the publisher Web site's usability, "stickiness" and conversion effectiveness.

"Bringing visitors to a commercial Web site is only half the job," says Perkins. "For sites with a primary business model based on content sales, the visitors must be converted to customers. For sites with a primary business model based on advertising revenue, it is important that the visitors spend as much time as possible on the site and that they come back as often as possible. Subtle differences in information architecture, page design, site copy and a host of other factors can have significant impact on these objectives."

ECNext customers include Standard & Poor's, a division of the McGraw-Hill companies, and Thomson Gale.

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