Conversion rates for ecommerce

From: Aaron Solomon <aaron.solomon_at_corp.idt.net>
Date: Tue 15 Jun 2004 15:19:07 -0500

Can anybody tell me what the average conversation rate is for an ecommerce
site?

Aaron Solomon









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To: online-ads2_at_o-a.com
Subject: Re: Conversion rates for ecommerce
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From: "Thomas Bosilevac" <Bosilevac_Thomas_at_cat.com>
Date: Wed 16 Jun 2004 08:03:21 -0500

Depending upon what you are actually selling anywhere between 1-20% :) How
is that for an answer.
No really, the answer relies heavily on what you are selling, what actions
must be taken for the user, and a host of other factors.

For instance a site selling licensed merchandise (Comedy Central T-shirts)
may sell much more than a site selling custom made t-shirts (those cute
shirts with your picture on them). On another note, a site selling
postcards for $1.00 may also have a completely different conversion
average than a site selling tents.

If you are the "average" run-of-the-mill ecommerce site that is
advertising based upon little word of mouth, a medium SEM campaign and a
few banners and a medium sized affiliate program selling clothing, hats,
T-shirts and things you should expect ~3-7%.

This might start a long thread ... I would love to see other opinions on
this topic.

BTW: My experience has been around
3% when I was working for Comedy Central, MTV, NBC, Fox and other licensed
merchandise sites under the same engine (2000-2001)
1-2% when working for playboystore.com (people liked to look bringing the
conversion way down)
7-12% when working for theblackdog.com

Thomas Bosilevac
Web Metrics Analyst
Caterpillar.com
309-494-4377






Received on Tue Jun 15 2004 - 15:19:07 CDT