UK-based cScape has just released the results of their 2008 online customer engagement survey. Fantastic data and insight from people who obviously know what they are talking about.
Per Richard Sedley, director of cScape’s Customer Engagement Unit:
A starting point for any online customer engagement strategy is gathering data. It is crucial to find out what your customers do when they visit your site – and not base it on guesswork. So how do you know what to look for? The first step, before measurement and analysis, is to identify which data you can act on in a way that will actually benefit your customers and yourself.
Many businesses suffer from ‘metric paralysis’; they collect too much data which they just don’t have the time or know-how to learn from. While this mass of data can look impressive, it is hardly ever used effectively to improve the customer’s online experience, or overall business performance.
Metrics should be actionable. They should give you specific insights into your visitors’ behaviour so that you can take appropriate action based on that information. But even metrics that are actionable don’t do anything in and of themselves to improve a site. They simply bring out positive and negative indicators. To change things for the better requires an organisational structure whereby appropriate measures can be taken.
Even if you don’t have the time to read the entire thing, you will at least get some great insight from the many charts used to illustrate some of the study’s findings. Some examples:
Be sure to read and share this thorough, insightful and infinitely valuable report here. (Or click on the top image.)