But using focus groups to identify and correct a problem is a slow process. A Web site problem, once known, might only require a few minutes of coding to fix. So e-commerce retailers are supplementing focus groups with more immediate feedback. Here's a look at how three companies use feedback data to drive e-commerce improvements. Making Metrics From Anecdotes E-commerce companies have an abundance of data.
Site logs track where visitors go, which pages are most popular and how many customers return.
E-commerce engine logs track repeat customers and the average price per order. But translating that data into action items isn't so simple. Fulfillment is a crucial e-commerce variable, and it's not something that necessarily shows up on a site log. Shoppers can also opt to take part in a follow-up survey. When the customer is expected to receive his shipment, BizRate sends an e-mail with a link to an online survey, where the customer can rate delivery time, product representation, customer support, privacy policies and shipping and handling.