Our firm helps retailers improve their web conversion. (We do a lot of paid search too, but this post isn't about that.)
As a result, we speak with lots and lots of retailers about their sites.
I sketched the following graph after a long day on the phone talking to current and prospective clients. Yes, heavy sampling bias. And no, based on no real data -- I just made up the curve. But it still feels roughly accurate:
The graph proves it conclusively (): just about nobody is satisfied with their site.
We all want to do better, and we know we can.