Web Pros Optimize Conversion Rates, Landing Pages -- But Not Customer Satisfaction
Almost 75 percent of respondents to an eMetrics Marketing Optimization Summit survey reported that while they are optimizing conversion rates and landing-page effectiveness, customer satisfaction was the least-optimized metric.
According to the Summit's survey report, this fact signifies that customer satisfaction is an overlooked metric that could offer a competitive advantage to those who embrace it.
According to the survey of Web analytics and marketing professionals -- conducted over a three-week period in the first quarter of 2008 -- the most measured marketing channels are search (82 percent), e-mail (79 percent) and online advertising (78 percent).
When asked how marketers and analysts are integrating data across online channels, 84 percent of survey respondents indicated they're using one or more of the three manual methods for integrating data: Excel spreadsheets, PowerPoint and Sneakernet (a tongue-in-cheek term used to describe the transfer of computer files by physically carrying them from one computer to another). The report found the 27 percent of survey respondents who are using fully integrated data streams represent a small but growing number of analytics professionals who understand the importance of getting a big-picture view of how online and offline channels work together.
Other survey results highlights include:
* 78 percent of survey respondents monitor traffic and page views to measure campaign performance, while only 9 percent use predictive analytics.
* 92 percent plan to increase or maintain their budget for Web site performance optimization.
* 34 percent are effectively using Web analytics data to direct offline business activities.