18 March 2008
According to a recent study web analytics will be a top spending priority for retailers in 2008,
The study from Forrester Research Inc has found that 68% of online retailers will spend more on web analytics for measuring customer experience.
Forrester found that 80% of online retailers plan to spend more this year on improving the usability, usefulness and enjoyment of the online experience. Along side web analytics, over half of online retailers asked said they also plan to increase spending on customer satisfaction surveys.
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%).
Organisations are also said to have higher budgets available for usability labs, customer behavioural research, design personas, design agency services, focus groups and expert evaluations.
Forrester also point out that organisations are looking beyond the browser. More than half of panelists said cross-channel interactions, rich Internet applications, and mobile web applications are more important than they were last year.
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