Majority of Online Retailers Not Confident with Analytics

December 10, 2009

Though e-commerce organizations are striving to improve their customers’ experiences through the use of multiple on-site technologies, the majority (68%) of online retailers are uncertain if they are using all of the data gleaned through these applications to its best advantage, according to a study released by SLI Systems. The November “2009 E-Commerce Customer Experience Survey”study found that, of the technologies highlighted in the survey as the most frequently used for engaging with customers, site search (88%), web analytics (87%) and email marketing (81%) were the most used. User-generated reviews (53%), product recommendations (47%) and online communities (43%) followed.

Only 55% say they integrate these their various technology applications, while 42% say they are not integrating these technologies across applications, SLI Systems said.

Lack of Confidence with Analytics

The survey also found that 95% of e-commerce businesses are using analytics on their sites to track conversions, measure the effectiveness of campaigns, conduct keyword research and better understand their online audience. However, 63% of these same businesses are not confident the analytics are accurate.

Additional survey findings:

  • 83% of businesses polled said that the ability to measure the effectiveness of tools or campaigns is critical or very important to their
    marketing efforts.
  • Of the technologies e-commerce businesses are using to improve the online experience for customers, 88% said site search, 87% analytics and 83% highlighted email marketing as providing the greatest return on investment (ROI).
  • Specific to the 2009 holiday season, 35% of online businesses expect to increase budget in preparation for the holidays.
    59% believe their website marketing strategies are ready to capitalize on the coming holiday season.

SLI Systems said that the study results indicate that many retailers are missing opportunities to further improve the user experience and impact their marketing efforts. “To capitalize on this year’s holiday season, the survey suggests retailers should prioritize technology integration and analytics,” said SLI Systems CEO Shaun Ryan.

About the survey: The “2009 E-Commerce Customer Experience” survey was conducted online by Zoomerang on behalf of SLI Systems. The poll, which gathered feedback from 569 e-commerce business managers and executives, was conducted from October 20 – November 10, 2009.

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