Mystery shoppers

Real-world measurement is also important since the Internet channel does not exist in isolation. It must work in unison with real-world customer service and fulfilment. An eMysteryShopper survey involves shoppers not only commenting on site usability, but also on the service quality of email and phone responses together with product fulfilment. Mystery shoppers test these areas:

  • Site usability
  • Ecommerce fulfilment
  • Email and phone response (time, accuracy)
  • Impact on brand


  • Structured tests give detailed feedback
  • Also tests integrated with other channels such as email and phone


  • Relatively expensive
  • Sample must be representative

Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.

Related Posts

1. Introduction to web analytics

2. Performance management for digital channels

3. Creating a performance management system

4. Defining the performance metrics framework

5. Introduction to tools and techniques for web analytics

6. Collecting site-visitor activity data

7. Design for analysis

8. AB and multivariate testing

9. Clickstream analysis and visitor segmentation

10. Selecting a web analytics tool

11. Marketing research using the Internet

12. Questionnaires

13. Focus groups

14. Mystery shoppers