In ecommerce, the conversion rate matters as it reflects the particular time frame as the percentage of a website’s unique users during that time who make a purchase. It helps you analyze the performance of your ecommerce site and make the changes that you need to make in order to perform better.

Econsultancy columnist Ben Davis has shared a comprehensive article on ecommerce conversion rate.

Davis says, “Ecommerce conversion rate for a particular time frame can be measured as the percentage of a website’s unique users during that time who make a purchase. However, conversion rate can also be calculated as number of sales as a percentage of number of sessions (with any unique user possibly triggering numerous sessions) – indeed, this is the default method in Google Analytics and is the standard measure of conversion rate.

What is the average conversion rate for my sector?

You can see some of the variation in ecommerce conversion rate in the table below taken from Econsultancy’s Performance Benchmark tool. While travel and tourist ecommerce websites see relatively low conversion rates, averaging 0.7% (presumably on account of all those browsers fastidiously planning their holidays across multiple websites), shoppers looking for food and drink or finance are much more likely to convert (>2.4%).

There are any number of explanations for a higher conversion rate in these two sectors. People looking for food and drink may do so regularly and out of habit, without much browsing, perhaps on a supermarket website or takeaway service “.

What is a good ecommerce conversion rate?


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