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31 Aug 2010

Out of touch: online retailers neglect e-shop monitoring

Only 57 per cent of e-shops keep a record of how many visitors actually make a purchase

The majority confine themselves to lean reporting

Controlling is becoming the "poor cousin" in online trading     
Online traders in Germany are still very much in the infant stage when it comes to professional Web analysis of their e-shops. Forty-three per cent of e-shop operators are, for example, unaware of how many of the people who visit their e-commerce platform actually make a purchase later on. They also have no idea about which search words customers use most frequently. These online shops therefore miss out on some important indicators that could help them to turn more visitors into customers. These are the findings of an e-shop survey conducted for novomind in which 200 decision makers from the e-commerce sector were questioned.

Economic analysis falls by the wayside     
From a purely technical point of view, most online traders are fully equipped for comprehensive monitoring. Roughly three-quarters of experts assess the existing e-shop analysis tools as good or very good. Despite the wealth of information at their fingertips, however, 63 per cent of online traders confine their analyses to a maximum of ten key indicators, so that commercially and strategically important facts, in particular, are not included in the Web analysis. The average value of shopping baskets and abandonment rates, for example, are key indicators that only one in ten e-shop managers consider important.

Key indicator set influences economic satisfaction
Yet according to the survey, comprehensive e-shop controlling certainly can influence potential turnover. The more key indicators are taken as the basis for analysis, the more satisfied are the e-shop operators with their turnover and profits. What’s more, their success is related to the choice and combination of the key indicators used. So e-shops that also look at visitor flows, turnover figures and costs for more refined reporting, more often turn their information advantage into economic success. To compare: 81 per cent of companies using comprehensive monitoring are satisfied with their e-shop’s performance, while that is only true of 53 per cent of the online traders who confine themselves to recording actual values.

Background information
The "Technical and Economic Evolution of E-Shops" report is based on a CATI (Computer-Assisted Telephone Interview) survey. In the survey conducted for novomind AG in November 2009, a total of 200 decision makers from the IT departments of online shops were questioned about the functions in place or planned for implementation in e-shops and their responses analysed. E-shops that had relaunched their shop systems within the previous twelve months were also analysed on the basis of the examples of fifteen German-speaking e-shops.

novomind AG
Since 1999, Hamburg company novomind has been developing innovative e-business solutions for the modern Internet world in four e-business disciplines: e-commerce (e-shops and zoom server), ePDM (electronic product management), e-marketplace (marketplace integration) and e-communication (solutions for contact and service centres).

novomind is a European technology leader in every service segment and covers the whole digital value-adding chain in retail and electronic customer communication. The Hamburg-based software house is the fastest growing company in the fields of electronic customer communication and mail management.

novomind also provides comprehensive consultancy services for people choosing a suitable IT system for e-commerce. Established licence software like IBM WebSphere Commerce Server and INTERSHOP ENFINITY is considered, as are custom-made novomind solutions based on novomind iSHOP.

novomind AG is currently assisting more than 80 companies including Targobank, Der Club Bertelsmann, Deutsche Rentenversicherung Bund, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.