UK insurance firm Norwich Union is hoping to boost its online sales having struck a deal with San Diego-based WebSideStory whose services can track and analyze visits to web sites.

Norwich Union will use WebSideStory’s web analytics services with a view to improving its online marketing campaigns and making its services more user-friendly.

WebSideStory’s HBX digital marketing application will enable the UK insurer to measure and improve its online marketing campaigns, including keywords, e-mail and banner ads; and to streamline site navigation and increase conversions. WebSideStory’s visitor segmentation capabilities will also facilitate a better understanding of behavioral patterns amongst Norwich Union’s valued customers.

Jason Bennett, senior web analyst for Norwich Union explained that by the implementing HBX, the company expects to increase return on investment.

HBX offers friendly interface, detailed campaign analysis, real-time reporting, and the ability to roll up reports on multiple web sites into a global view, all of which will help enhance the effectiveness of NU’s online applications.