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6  Online focus groups

Synchronous recording

Relatively cheap to create

Difficult to moderate and coordinate

No visual cues, as from offline focus groups

7 

Mystery shoppers

Customers are 

recruited to evaluate 

the site, e.g. www.

emysteryshopper.com

Structured tests give detailed feedback

Also tests integration with other channels 

such as email and phone

Relatively expensive

Sample must be representative

Table 12.7

A comparison of different online metrics collection methods

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Chapter 12  Digital business service implementation and optimisation

Figure 12.14

Web analytics tool Google Analytics used to assess performance of 

Dave Chaffey’s site (www.davechaffey.com)