System Finds A Site's Sore Spots

One step, two step, three step, four--when will the user get fed up and walk out the door?

The question haunts operators of E-commerce sites that put customers through too many steps to complete online transactions. Many of those customers can get delayed at some point in the process--by a slow download, for example--and give up.

Service Metrics Inc. now offers a site efficiency appraisal system for spotting a site's trouble areas. The system, recently evaluated by PricewaterhouseCoopers, analyzes a site's home page, search engine, shopping cart, etc., from numerous points worldwide, then tabulates and displays the results. "These tools are really aimed at accountability," says Service Metrics president and CEO Thomas Higley.

Test purchases can sometimes pay off for Service Metrics' employees. In one recent test, the company ordered a supply of music CDs, which it distributed to its staff.