Insurance firms must perform more due diligence if they want their Web sites to net them greater revenues. That is one of the crucial messages of a recent study from Forrester Research, a Cambridge, Mass.-based technology and market research firm, as a litany of mergers and acquisitions (M&A) and a blur of technology offerings in the Web analytics field make insurers' search for the ideal vendor a murky proposition.The Forrester report, titled "How Web Analytics Buyers Structure Contracts," indicates that too many companies are rashly choosing vendors to tackle a very important element of their success strategies: maximizing their business on the Internet.

A growing number of software companies offer Web analytics software, which provides tracking and intelligence on the number of Web site visits and visitor activities, but only 21% of companies bother to perform acceptance tests before making their first payment to the vendor, according to Bob Chatham, an analyst at Forrester and author of the study.

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