"Even if there are two items on a site and 10 people look at Product A but buy Product B, a typical site might drop Product A. WebSideStory knows Product A is important because everybody looked at it," Aldrich said.

Driving search results based on analytics was typically a behind-the-scenes manual operation, but now it can be automated, Aldrich said.

Jennifer Clark, manager of e-commerce marketing at retailer Brooks Brothers said that since implementing Version 4.0, there has been a 25 percent increase in online sales.

"It looks at the product pages being viewed and how many times customers bought products and incorporates that into our business rules we set up to generate search results," Clark said.

Because WebSideStory is delivered as a software service, Clark also said IT involvement has been minimal.