An Australian-first online platform that combines technology with real human analysis across the entire online shopping experience has launched, delivering the insights retail leaders need to make big decisions.

humii allows retail leaders to consistently measure their own performance and track against competitors by collating data from real people and analysing its meaning.

Challenging the widely used market research metric, Net Promoter Score (NPS), tech entrepreneur and humii co-founder, Lee Ritson believes humii is bringing mystery shopping into the 21st century.

“Having the information of ‘why’ customers are doing what they are doing, and not just the ‘what’ they are doing, is the humii difference,” he said.

“Through humii’s analysis, one retailer was able to identify the misspelling of their core product ranges when cataloguing product metadata on the website. This error led to products not being displayed properly in search results, costing the retailer an estimated $200,000 in revenue for the quarter.

“We have seen a shift in the conversion rate at the point of purchase of just 1% for a humii client equate to hundreds of thousands of dollars of extra income. We also know that one in three consumers say they have rejected a purchase because of unsustainable packaging; in today’s environmentally conscious world this matters and that’s why we evaluate the packaging materials used by retailers too.”

humii is centred around the humii score, which is calculated by aggregating results from the analysis of real people across the full end-to-end online shopping experience which humii calls it’s ‘eight dimensions of online retail’ covering search and discovery, pre-purchase support, checkout and payment, dispatch and delivery, product evaluation, returns and refunds, post-purchase support, and loyalty and retention.

humii co-founder, Andy Evans and former director of platform engineering at Deloitte explains there are many points along the journey where retailers can either delight or disappoint a customer – and what’s good one day might not be the next.

“A recent study revealed a staggering 49% of people have abandoned their shopping cart because the extra costs at checkout were too high. humii’s real life, real-time data shows us that retail businesses are in fact losing tens of thousands of dollars in revenue from online sales because of extra charges at the cart,” he said.

Pictured: humii co-founders, Andy Evans and Lee Ritson.