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Just 18% of online retailers are measuring their website's profits on a daily or weekly basis, while 16% are not bothering to review customer satisfaction, according to a survey of e-commerce directors. 

This is one of the findings of eCommera's Trading Intelligence report, which surveyed 101 UK e-commerce directors, all from sites with an annual turnover of £3m or more. 

Some highlights from the survey after the jump...

Measurement of profitability

  • Regular measurement is crucial as it allows retailers to plan and react to opportunities, and to measure the effectiveness of marketing activity. However, just 18% are measuring on a daily or weekly basis. 
  • 42% evaluate profits on a monthly basis, 22% quarterly and 12% annually. Incredibly, 6% are not measuring this at all. 

Customer satisfaction

  • 16% of retailers don't measure customer satisfaction levels at all, and are therefore missing out on some valuable insight from customers. 
  • 20% request feedback from shoppers after every interaction, 16% run regular post-purchase surveys, while 48% said they carry out regular surveys on their websites to assess customer experience. 

Measuring marketing profitabilty

  • Just 4% of respondents are able to look at fully allocated spend when assessing the profitability of marketing activity. 
  • 25% measure return on advertising spend, 40% review cost per customer acquisition(CPA) and 19% measure cost per order. 8% don’t analyse this metric at all.
Graham Charlton

Published 8 November, 2010 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

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George Thompson

Measuring profitability should be one of the most crucial and regimented processes in every business. There is no set time or date that a company should be monitoring these figures, whether its quarterly, monthly or yearly it simply has to be done in order to keep the business moving forward.

over 3 years ago

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