Ecommerce conversion rate. Our compilation comparing average conversion rates for retail sites and other industry sectors
As you will know, conversion rate is often used as a KPI to review the effectiveness of E-commerce sites. Naturally, all site managers and owners want to know, “how do our conversion rates compare?”
In this post, I have compiled different free industry sources focusing on retail E-commerce conversion, but towards the end of the post, a chart shows average conversion rates for a range of sectors including B2B conversion. At the end of this article, we also feature an analysis of Unbounce landing page lead generation conversion by sector.
ow is e-commerce conversion rate measured?
When benchmarking conversion, it's important to consider the denominator. Are you dividing the number of sales by number of unique visitors or visitor sessions?
In Google Analytics, which can be considered the standard reference, sales transactions are divided by visits. ecommerce conversion rate is defined by google as:
“The ratio of transactions to sessions, expressed as a percentage. For example, a ratio of 1 transaction to every 10 sessions would be expressed as an Ecommerce Conversion Rate of 10%”.
With shoppers increasingly using smartphone and tablet to purchase, it's vital for online retailers to know conversion benchmarks they should be achieving on a smartphone device. You can see that typically m-commerce conversion rates are around half of those on desktop. Improvements in mobile experiences over the past years haven't impacted this figure, showing that smartphone is more popular as a device for browsing products while desktop is preferred more for transacting.