Web analytics is a top spending priority for 2008, with 68% of online retailers saying they will spend more on this key tool for measuring customer experience, according to a recent study from Forrester Research Inc.
Forrester found that 80% of online retailers plan to spend more this year on improving the usability, usefulness and enjoyment of the online experience. In addition to web analytics, 55% say they plan to increase spending on customer satisfaction surveys. Other areas that will receive higher budgets are usability labs (cited by 53%), customer behavioral research (51%), design personas (48%), design agency services (44%), focus groups (39%) and expert evaluations (37%).
The top priority for improving online experiences this year was improving online usability (cited by 84%), followed by adding new online functionality (83%), making online interactions more enjoyable (89%), improving cross-channel interactions (78%), using rich internet applications (66%), and deploying mobile web applications (63%).
“Firms are looking beyond the browser,” Forrester says. “More than half of our panelists said cross-channel interactions, rich Internet applications, and mobile web applications are more important than they were last year.”
Forrester surveyed customer-experience managers from North American firms with annual revenue of $500 million or more for the study, “Customer Experience Spending Intensifies in 2008.”