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With the myriad of available technology tools promising to improve customer experience, it's safe to say that many of you have deployed more than one of them to increase your ecommerce success. The implementation of technology applications can provide significant benefits if they are implemented correctly. Data gleaned from multiple on-site technologies can be used to recruit customers and maintain loyalty within your current customer base.
Critical to this success is the ability to integrate applications and utilize analytics across them for means such as measuring the effectiveness of campaigns, conducting keyword research and understanding online audience behavior. If you are not taking this approach, you are missing important opportunities to improve the user experience, and really impact your marketing efforts.
Here’s a few tips to help ensure your on-site investments are hard at work for your business:

Integrating for Acceleration
Combining applications like site search with user reviews or online video can dramatically accelerate results. This can help you capture more sales and conversions, and have more meaningful engagements with your customers.

Trusting in Analytics
To help ensure your analytics are accurate and trustworthy, take the time to assess their integration on all of your marketing applications.
Using analytics is not always easy — but if managed properly, it can provide the means to significantly increase brand recognition and revenue.

Personalizing Campaigns
Another benefit of on-site application integration and information-sharing is the ability to target customers with personalized messages that prompt them to act. For example, if you allow shoppers to register their product preferences and receive periodic email promotions, you will leverage site search data to create more targeted marketing.

Sharing Data
Through the use of various marketing technologies, including site search, email marketing and analytics, you have access to a great deal of data that can be shared and exchanged across applications. This data can also be used to target other activities, like paid advertising, SEO and promotional offers.
Take the time to review the on-site technologies you currently have in your arsenal, and make sure to guarantee that they are talking to each other and exchanging their data. Doing so will help you maximize the value of each of your technology investments and ensure they are working for you to drive the success of your business.