Ahrefs

Conversion Analysis

The ability to capture and analyze conversion (transaction) data and conversion paths from the web or associated channels.

Search Engine Optimization

Provides targeted recommendations for improving and optimizing a page for organic search rankings (i.e. via A/B testing or multivariate testing).

Audience Segmentation

The ability to create and analyze discrete customer audience segments based on user-defined criteria or variables.

Audience Demographics

The ability to capture, analyze and display customer demographic/firmographic data from different channels.

Data Visualization

Visualize customer data in configurable dashboards or reports, and easily share these visualizations with decision makers.

Customer Journey Modelling

The ability to effectively model and display customer behaviors or journeys through multiple channels and touchpoints.

Paid Search Integration

Integrates with popular search advertising services (i.e. AdWords) and can make predictive recommendations around areas like keywords.

Device and Browser Analytics

Capture and summarize device and browser information.

Machine Learning

Analyze historical or real-time data using machine learning algorithms to generate insights e.g. prediction, anomaly/event detection, sentiment analysis.

API Framework

Move data to and from the platform and other customer interaction applications (i.e. Marketing Automation) with ease.

Breadth of Features

Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Business Value Created

Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Ease of Data Integration

Use this data to determine whether the product will cause headaches or make data integration easy.

Product Strategy and Rate of Improvement

Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Quality of Features

Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Ease of Implementation

Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Ease of IT Administration

This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Availability and Quality of Training

Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Vendor Support

The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.

Usability and Intuitiveness

End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

Ease of Customization

Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.