Web Analytics a Top Spending Priority for Online Retailers in 2008 [3/13/2008]

Sixty-eight percent of online retailers say that they will spend more to evaluate their customers’ experience, according to a recent study from Forrester Research.

Looking beyond simple measures like the browser, online retailers are digging deeper into their consumers’ experience, using variables like rich Internet and mobile web applications. This gives online marketers more data to mine, which means more and better ways to serve up what consumers want.

Eighty-four percent of online retailers cited improving online usability as their main priority. Improving functionality followed closely at 83% and making the online experience more pleasurable for end users was a goal for a substantial 89% of online retailers.

What else do Internet marketers plan to spend money on this year? Hungry for ever more information, 55% said customer satisfaction surveys and 51% named customer behavioral research. Continuing this trend of delving ever deeper into what consumers want, 39% mentioned spending on focus groups. Design agency services and design services spending was mentioned by 44% and 48%, respectively.

The study, entitled “Customer Experience Spending Intensifies in 2008,” looked at North American companies with half a billion dollars or more in annual revenue.

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