In yesterday’s post we discussed the fact that many sites are losing business due to a poor returns policy and today a report reveals that e-tail businesses in the UK are losing millions pounds worth of custom due to poor web design and errors in web analytics.

Web analytics failing to detect hidden errors occurring during customer journeys, according to the SciVisum, Lost Online Sales Study.

The report said that analytics results fail to show errors such as pages not delivered, jump backs and shopping basket faults, so etailers are failing to rectify problems.