New version of LeadPro released

What a big relief! After multiple delays and several scope creeps, the new version of our LeadPro Email marketing suite has been released. While delays in any IT project is very common (remember the Standish Group's study showing that 70% of IT projects are not on time and budget), adding features and enhancements to a software product is much more unpredictable. With wish lists coming from every corner and marketing technology trend growing faster than the product maturity rate and customer absorption rate, at times the development project looked like a never ending one.

Now that the product is in customers' hands for real time use, the reliability tests results will be in any time! Like any other software, I am sure that there will be some who find shortage of features that would satisfy their business needs and some who will insist that unwanted features have been packed into the service, so that the menu will look rich! Finding a balance is the most difficult task in designing a software; whether it is a product or software as a service, it does not matter; the rules of the game remain the same.

Since LeadPro service is used by businesses of all sizes (right from home based businesses and mom and pop shops to mega corporations and nonprofit organizations), the problem of deciding the feature set is all the more difficult. We tried to follow some of the guidelines specified in the Getting Real : The smarter, faster, easier way to build a Web Application from the folks of 37signals.com. But it is easier said than done.

In the future columns, I intend to chronicle the customer feedback and how it shapes the next cycle of enhancements and technology updates. I would be happy to see your feedback on your experience with these sort of projects.

Web Analytics with Avinash Kaushik

I have become a great fan of Web Analytics and its importance for business community in this web centric world, after reading the blog postings of Avinash Kaushik (also known as Occam's Razor). For example, his recent posting regarding top management buy-in hits the nail right on. I am yet to read his book Web Analytics - An hour a Day, which has received rave reviews.

Many passionate web consultants and lower level managers know about the importance of Web Analytics and how it can drive the ROI, but struggle to convince the top managers. Kaushik's 'embarrass them by proving the analytics' advise will help them to reach their goal of getting an ear from their executives.

I have recently started playing with Google Analytics and using Compete.com for comparing competing web sites. It provides tons of data to go to the top management. It also helps the independent consultants to go to their customers with authoritative data in hand.

At my office, we encourage customers of our LeadPro email marketing and lead management service to use these wen analytics tools to analyze the landing pages. There is no meaning in bringing the visitors to your website and allowing them to turn back on the same page. We are also exploring other web analytics tools such as Core Metrics for integration with our email marketing suite.

Any thoughts on this subject are welcome!