How does one go about creating a product one intends to sell, when one’s competition is free? What price can you charge that makes sense when you know that your potential customers are comparing your product against one that costs literally nothing? These questions entered my mind as I evaluated Oribi, a new website analytical product that does essentially the same thing as Google Analytics. How could it be any good, competing with the industry benchmark of web analytics for the past 15 years? If it were any good, Google would have bought it already, as they did with Urchin (the product that ultimately became Google Analytics in 2005), right? Well, maybe.
Many of us don’t have the technical, programming or computer science skills to objectively compare Oribi against Google Analytics. All we can do is evaluate the speed and ease of using each product as an end-user. Here is my review and analysis:
- Free vs. paid analytics – There is no elephant in the room that nobody can see – everybody can see this one. Google Analytics is free and Oribi’s basic package is $350/mo. But how free is ‘free’? Most companies that use Google Analytics must pay a specialist, on staff or otherwise, with an understanding of both HTML and of the key business events that occur on their websites to set up and test conversion tracking for purchases, newsletter subscription, or lead generation. With Oribi, all you need to do is install a short snippet of code in the header pages of your site – a very basic operation that anyone with access to your site should have the capability to do; its advanced intelligence gathers and collates page visits, button clicks and other key activities and allows you to organize the data in a meaningful report.
- Laser focus on conversion – The purpose a website is to prompt action by the visitor. Otherwise it might as well be an oil painting. It follows that tracking user actions should be foremost in your thoughts. Oribi makes it easy to follow conversion paths by tracking every page visit, button click, payment confirmation or form submission, and allows the user to aggregate the data to form visitor behavior patterns.
- Conversion funnel construction and visualization – If you have a big site, with a lot of SKU’s, buttons or pages, and have ever attempted this activity using Google Analytics, you already know the challenges and time consumed. With Oribi, the creation and visualization of site visitor behavior is almost reduced to the trivial. Set up dozens of different conversion paths in minutes.
- Clean, clear reporting – Aggregating incoming traffic information and combining it with on-site traffic patterns is challenging enough to explain for most marketers, much less constructing user-friendly reports the most ‘Type A’ can sit through. Oribi’s report generator includes broad and detailed information in a clean, readable format that is easy to digest.
- Event correlations – How likely is it that someone reading your latest blog post is going to click on the “SHOP NOW” button? Are they more likely shop after seeing your instruction video? You absolutely cannot get this level of insight from Google Analytics unless you have a calculator and a degree in statistics. With Oribi, it is as easy as selecting any sequence of events and submit a query if they are correlated. Higher correlations will identify the most common paths that site visitors will take as they navigate your site.
These are just five of the key features of Oribi. To get the full picture, visit Oribi.io and fill out the application for a free 7-day trial. It’s as simple as installing a snippet of code in header portion of your website pages. The insights you will see within the first few days may influence you to keep Oribi around as a permanent element of your website management.
– Written by Eric Vengroff
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