SOURCE: iPerceptions


February 14, 2012 08:00 ET

iPerceptions Study Shows That a Single Web Analytics Tool Is Not Enough

Study Reveals Most Retailers Use Multiple Web Analytics Tools to Understand Online Customer Experience

MONTREAL--(Marketwire - Feb 14, 2012) - iPerceptions Inc. (TSX VENTURE: IPE), a leading provider of online Voice of Customer (VoC) analytics based on actual visitor feedback, today announced the release of its Retail Web Analytics Report for 2011. The report found that the use of more than one web analytics tool nearly doubled in the last year, from 33% in 2010 to 62% in 2011. The results suggest that retailers recognize the importance of evaluating and addressing the entire website visitor experience.

"Until this year, the use of more than one web analytics tool was unusual, with the majority of retailers making decisions based on a single source of information," said Claude Guay, President and CEO of iPerceptions. "But in 2011, using multiple tools became the norm and retailers began allotting more resources to the collection and analysis of website data."

According to the report, there was a substantial increase in the share of retailers who were using at least four web analytics tools, from just 1% in 2010 to a noteworthy 15% in 2011. The report also pointed to an increase in the use of other, lesser-known web analytics tools as part of retailers' online measurement toolkit.

In 2011, more than half (55%) of all retail websites used ad network tools (up from one third) and the use of Search Engine Marketing (SEM) more than doubled to 20%. Voice of Customer (VoC) tools, such as iPerceptions' webValidator Continuous Listening Solution and 4Q Suite, gained significant market share -- suggesting that retailers are putting a stronger emphasis on listening to the voice of their customers.

This year, the use of clickstream analytics was nearly universal among retail websites at 98%. There has been a steady increase in usage over the last 3 years, as retailers rely more and more on clickstream data to make website and business decisions. However, while Google Analytics has gained market share, from 62% in 2010 to 68% in 2011, the use of less popular clickstream analytics tools has increased even more dramatically, from 18% to 24% during the same time period.

The report was generated using iPerceptions' Web Analytics Solution Profiler (WASP) tool. Specifically, the homepages of the Internet Retailer Top 500 Retail Websites were loaded into the WASP crawler, which produced detailed web analytics tool information for the 493 websites that were operational at the time.

The full report can be found on the iPerceptions website at

About WASP
WASP is software that allows web analytics professionals to easily perform quality assurance and understand how their web analytics solutions are implemented. The WASP Market Research edition includes a powerful crawler that can automate tool detections and detailed reporting for quality assurance or market research. For more information, please visit

About iPerceptions
iPerceptions is the leader in online Voice of Customer analytics, using advanced intercept surveys to gather feedback from representative samples of actual visitors. Its webValidator Continuous Listening solution and 4Q Suite solution turn millions of data points into easy-to-understand strategic and tactical decision support, while its Web Analytics Solution Profiler (WASP) provides superior web analytics quality assurance. iPerceptions' clients include well-known brands such as Dell, InterContinental Hotels, LG Electronics, General Motors, Harvard Business Review, Choice Hotels International, BMW and Monster Worldwide. For more information, please visit

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