Win–loss analytics involves identifying and analyzing the reasons why a visitor to a website was or wasn't persuaded to engage in a desired action (conversion).
With the internet, it is much easier for marketers to collect data for analysis and evaluation in order to understand and demonstrate the effectiveness or ineffectiveness of their efforts and to make changes to improve them.
Web analytics tools have existed since the early days of the internet and are now ubiquitous.
Win Loss programs typically focus on different elements of the buying process, including gathering buyer feedback on the solution being sold (whether it's a product or service), the buyer's perception of the effectiveness of the sales representative or sales team, buyer perceptions of the selling vendor overall (such as the firm's reputation or its long-term financial viability), and price.
For example, questions about the product or service might include the intuitiveness of the user interface or the effectiveness of specific features or functionality.