The eCommerce conversion rate measures how well your online store is converting. Why is eCommerce Conversion Rate Important? The term “average conversion rate,” thus, can be a bit misleading.
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You might have different goals you are trying to optimize for (say, % of visitors who add a product to cart, download a lookbook or fill a contact form, etc.). Platform (Windows, Mac, iOS, Android, etc.)įurthermore, the term “ conversion rate” is generally used to signify the % of visitors that turn into customers.Some of the variables that impact conversion rate include:
Similarly, a store with a loyal email list of 100,000 hungry buyers will see far better conversions than one buying cold traffic off Facebook. A store selling high-end electronics isn’t going to have the same conversion rate as one selling $10 t-shirts. The first thing you should understand is that conversion rate is highly contextual. Here’s an example of eCommerce conversion rate in Google Analytics In Google Analytics, it’s called eCommerce conversion rate in Shopify Analytics, it’s called online store conversion rate and other analytics tools may refer to it as transaction rate or order rate. Using the formula above, this will be ĭepending on your analytics, this metric is called different names. Your store gets 1500 visits and 75 places an order. What Is A eCommerce Conversion Rate?Īn ecommerce conversion rate is defined as the number of people who placed an order with your store compared to the number of traffic that came in.ĮCommerce conversion rate = orders/number of visits X 100%
This article has been updated for 2022 to include new data for the average conversion rate across ecommerce industries, countries, etc. If your website converts at around the average mark, you are underperforming. Once you know whether you are meeting the average for your industry, you can work to improve conversion rates until you’re in the top 10 percentile of performers. The key is to understand the average e-commerce conversion rate and benchmark your performance against it. One multi-billion-dollar company I once worked with had conversion rates of 41% for first-time visitors. What’s great for one industry might be below par for another. The question now is: what is a good conversion rate?
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While many tools available can estimate the number of visitors a website receives, limited software options may determine any website conversion rate. Website owners do not jump on the idea of sharing their web site’s performance with competitors. Conversion rate information is one of the most protected data on the web.
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