When most marketers and analyst talk about conversion rate they seem to quote around 2 to 3% as the average conversion rate. Bryan Eisenberg wrote a great article on this subject titled The Average Conversion Rate: Is It a Myth?
In this article he writes:
“The sites that should convert 2 to 3 percent of their traffic are the exception, not the rule. I’ve long stated that sites that convert less than 10 percent should be concerned. Consider this along with the rising cost of online traffic, and the concern becomes a nightmare. Too many online marketers are spending too much money and time throwing too much unqualified traffic at their sites, then tweaking their traffic quality trying to reach the 2 to 3 percent mythical conversion rate.
If more online marketers focused their efforts on studying visitor intent and site optimization, instead of just driving traffic, their average conversion rates would be much, much higher.”
To inspire you or to make you depressed (the choice is yours) here are some of the top conversion rates for e-commerce sites as reported by Marketingcharts.com.
Source: Marketing Charts (via Nielsen Online)
Note: To be considered, e-commerce sites must have had a minimum of 500K unique visitors during the month. Conversion-rate data is based on visitor conversion rates, not session conversion rates: i.e., No. of unique customers/No. of unique visitors.
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