By Sarah Gill, 17th Jan 2013

Fanplayr, a service designed to help drive more traffic to e-commerce sites, has raised USD2m in seed backing in a round led by Denali Venture Partners. The service tracks user behaviours on e-commerce sites, comparing shoppers that go on to make a purchase with users showing similar browsing patterns and tastes, who do not buy anything on the site. Fanplayr then recommends a strategy to convert a bigger portion of visitors coming to these e-commerce sites into sales.

Founded two years ago, the Palo Alto-based company claims that it can deliver between 20% and 50% increases in conversion rates