Polls Show Ecommerce Needs More Data Analysis


There is real value in being able to capture raw data, encapsulate it, and turn it into usable information that can help reveal a trend, identify a pattern and offer valuable insight that can be used to make informed business decisions.

To be honest, I’m not a numbers guy, and I barely survived business math in college. But I am a big fan of statistics, and a great admirer of number crunchers whose left-brains allow them to find the joy in collecting raw, quantitative data and turn it into something meaningful for a qualitative person like me. Needless to say I’m consistently on the lookout for surveys and statistics that offer clear insight into all kinds of great stuff, including business and ecommerce trends. Not only do these data points tend to help me do my job from time to time, they also provide insight that I otherwise might not have access to.

For any ecommerce business, traffic analytics is an important part of understanding the behavior of site visitors, and when that information is put in the hands of employees it can have a powerful impact on site strategy. With that in mind, take a look at the following information that was revealed through a survey of 1,200 small business owners, and conducted by Newtec Business Services. In particular, give some thought to the responses of question four.

1. Are you happy with your current website or web presence?

    1. Yes-54%


    1. No-31%


    1. I do not have a website-15%

2. Do you currently still work with the original designer of your site?

    1. Yes-33%


    1. No-55%


    1. I do not have a website-12%

3. Do you take payments on your website?

    1. Yes-24%


    1. No-65%


    1. I do not have a website-11%

4. Are you using any tools that give you the traffic patterns on your website?

    1. Yes-21%


    1. No-63%


    I do not have a website-16%

Much like conducting a poll or a survey, collecting data through regular site monitoring is an important and revealing practice, and 63% of those who participated in this survey don’t do it. If I’m the guy who’s happy to receive the results of a nationwide poll for the intent of writing a blog post, you can rest assured that the people in marketing and merchandising would be the happy recipients of any site data that helps identify a user’s behavior.

To think that roughly six out of every ten small businesses don’t utilize analytics to understand site traffic or don’t provide any kind of payment gateway is surprising to say the least. Gone are the days when simply having a website was enough. Every year enterprise ecommerce captures more and more business, and that growth shows no signs of slowing anytime soon. An online checkout and site analytics are not only a means to leverage growth, but with the expanding popularity of shopping online they are practically a business requirement.

Like I said at the beginning, the process of deriving meaningful statistics is not my forte, but the importance of collecting data and analyzing its meaning is critical in understanding and improving any ecommerce business. After looking at the results of this poll I get the impression there are many small to mid size business owners who aren’t sure where they can turn, or who they can trust to establish or improve their web presence. Here’s an analytical solution:

When considering the cumulative probability of a normal distribution, don’t expect a low standard deviation from HotWax Media. Our solutions are well above the ecommerce platform industry mean.

Contact us today to find out how our staff can help soothe the frustrations associated with outdated site design, and ease the complications and fears of utilizing site analytics.

And to all you surveyors, pollsters, statisticians and analysts–thanks for providing us with useful information, and keep up the good work.


Jared Matkin is a staff writer for HotWax Media with a background in PR, Branding and Marketing. He’s also a light-hearted and an opinionated character who will join other HotWax Media employees and advisers in periodically posting his thoughts on topics ranging from enterprise eCommerce to business and technology.

DATE: Apr 28, 2011
AUTHOR: HotWax Systems
Enterprise eCommerce, eCommerce, Jared Matkin