Pit your eCommerce site’s conversion rate against the current average and see how you stack up. According to Fireclick, conversion rates across a large number of sites are as follows:
Conversion rates for January 9th, 2008 by industry:
- Fashion and Apparel: 2.3%
- Electronics: 0.6%
- Catalog: 5.8%
- Specialty: 1.9%
- Outdoor and Sports: 0.9%
- Software: 3.8%
Where does your site’s conversion rate fit in? If you’re above average, congratulations. You likely still have a long way to go before you can compare yourself to the top converting websites, which top out at nearly 24% conversion.
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January 29th, 2008 at 9:45 am
This is some really fascinating data. Do these sites really get 24% conversion though? This seems like an incredibly high figure. It’s good to know what you’re up against anyway!
January 31st, 2008 at 3:43 pm
Hmmmmm. Not convinced. There’s no way that coldwatercreek site converts at 24%, unless the owner’s Mum buys an awful lot of very dodgy fashion!
January 31st, 2008 at 3:45 pm
What does catalog mean? Surely every e-commerce site is a catalog?
February 4th, 2008 at 10:22 am
A catalog site refers to one that has a print catalog that gets sent out to subscribers…these types of sites generally convert a lot higher on average because people are more likely to see exactly what they want in the catalog and then go on the site just to purchase it.
24% does seem awfully high, but it’s not out of reach. Aside from your site, your conversion rate definitely depends on how many returning customers you have, the industry you’re in, and whether or not you have a print catalog to complement your site and products.
February 13th, 2008 at 9:29 am
Isn’ electronics exceptionally low??
February 13th, 2008 at 2:47 pm
Top Rank,
Electronics is exceptionally low, and I would attribute that to the fierce competition and price visibility across the internet. Consumers know that a large majority of the electronics they see online can be purchased at hundreds or even thousands of other eCommerce sites. Therefore, the sales end up going to the lowest priced, the site with the best offer (such as free shipping) or top brand name eTailers.
February 18th, 2008 at 7:55 am
Mike, I agree to what you said about electronics websites. Especially with the websites like Amazon and deal.com, there is very low purchase rate for the other sites.