Do You Know What Potential Buyers Are Doing While On Your Web Site?

Many companies that have transactional web sites believe they have the necessary procedures in place to track and manage users while they are on their sites.

The study showed only 6% of respondents has specific information about the end user experience for each individual logging on to their transactional web site.

It also found that 61% of companies have no idea whether, or when, a potential buyer drops off a page - or how many times they might click the refresh button in a particular section of the web site, the survey says.

Filipe Serralheiro, Application Performance Management Consultant at Compuware South Africa says if retailers want to start making money from their transactional websites they need to be able to pinpoint problems, solve them quickly and proactively manage their online service, he says.

Unfortunately, at this stage, if a customer complained, just 6% of European retailers would be able to take proactive steps to resolve individual user performance issues, Serralheiro says.

Consumers walk out Serralheiro says consumers surveyed in the study said they find the mismanagement of websites highly frustrating, with 72% stating that if a website performs badly, they are unlikely to finish the transaction.

In addition 68% said if website performance does not match their expectations, they will use an alternative site to make the purchase. Only 43% of customers questioned said they would return to a poorly performing website.

"It's like having your customer walk out of your store and head for a competitor because of poor service. Only, walking out of a website is a lot easier and more convenient," Serralheiro says. .

Damaria Senne is a journalist and author based in Johannesburg, South Africa. She writes about the telecommunications industry in South Africa and Africa, including cellular, mobile and wireless technologies and messaging news and trends.