Web analytics host WebSideStory has launched its Active Marketing Suite in the UK, combining web analytics, site search, web content management and keyword bid management tools. The system will enable online marketers to optimise their strategies and make more sales, said the firm.

Customers will benefit from the integration between the individual products in the suite – HBX Analytics, Bid, Search and Publish – according to the firm's chief active marketing officer, Rand Schulman.

For example, sales staff could use HBX Analytics to find out which keywords are most effective, then manage and report on the data in Bid to improve customer conversion rates, while using a "Microsoft-like" user interface, which is consistent across the suite, said Schulman.

"These [are] best-of-breed, standalone point products and they interoperate and leverage from each other," said Schulman. "Business objectives for the web are the same as offline – to sell more products, generate more leads and create more stickiness."

The Search capability interoperates with HBX Analytics so firms can make search results more relevant and direct customers to the items that have best conversion rates, Schulman added.

"This is an exciting field because if [firms] use the site search tool appropriately they can guide the visitor to the product he's looking for and experience huge return on investment when the application is combined with web analytics," said Schulman.

The version of HBX Analytics in the suite also features new streaming media tracking capabilities and mobile device tracking to help firms understand how mobile users interact with their site.