28% of retailers to invest in web site measurement this year, Jupiter says
While 28% retailers plan to invest in technology to better measure web site performance this year, they also need to make sure they have staff experts who can analyze and learn from performance-related data, Jupiter Research warns in a forthcoming report, “Executive Summary on Web Site Measurement.” “That’s where the rubber meets the road,” Jupiter analyst Patti Freeman Evans tells Internet Retailer. “Retailers need to look at how their internal resources can evaluate the information these tools provide about their sites.”
Jupiter notes that 25% of retailers expect to hire internal staff this year for analyzing web site performance metrics. But Freeman Evans adds that some may not have enough staff dedicated to analysis, if any at all, leaving them in the dark on how to use performance metrics to improve their web sites. “If you just take performance data at face value, it’s hard to act on it,” she says. “The measurement tools might tell you site traffic and the path customers took through your site.”
Freeman Evans adds that such information could point out, for instance, particular pages with high drop-off rates among visitors. “So you’ll realize that something went wrong with a page, but you won’t know what unless you look at cross-data, for example, data related to different customers, including those who drop off and those who don’t drop off.”
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