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

You might be interested in

Comments (1)


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 5 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.