Web analytics ‘key’ for customer experience improvements
Web marketers looking to improve customer enjoyment when interacting with their site have been advised to make use of web analytics services.
A report from E-Consultancy found that the vast majority of marketers share the opinion that gauging customer happiness with a website is much harder without using web analytics, with 91 per cent of respondents saying it is either "essential" or "important".
In an interview with the e-marketing website, web analytics expert Eric Peterson said that using web analytics measurements should be merged with surveys to get a rounded view of how customers interact with a website.
"When you put this measurement stack together, site operators are suddenly able to answer complex ‘how?’ and ‘why?’ questions. It leads you inevitably to action," he said.
Further E-Consultancy research found that web analytics is already seeing major growth to its popularity, with UK spending increasing by a quarter over this year.
