In our compilation of average ecommerce conversion rates we compare different sources, showing the challenge of converting retail site visitors to add-to-basket sessions and sale.
I'm sharing this funnel-based view of the conversion process since it also shows the conversion rates to product page views which aren't published so often:
As would be expected, the number of sessions with product page views is much higher than the other micro-conversions, approaching 50 percent. This provides a useful benchmark and prompts retailers that it's useful to track conversion to product page views when making site design improvements.
It also reminds us of the value of following up on interest in specific products and categories via sending personalized browse abandon emails which is the focus of the post where I found these stats featured.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.
This blog post has been tagged with:
Sales funnelTurbocharge your results with this toolkit containing 10 resources
The E-commerce/retail toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Real-world data shows the most crucial sources of traffic for e-commerce websites E-commerce/online retail is a booming sector. But because the latest marketing techniques change so rapidly, it can be tricky to keep up with the latest trends whilst also …..
Social commerce trends to create seamless e-commerce experiences directly in social channels your customers love One of the things that has always fascinated me about social media is the way it continues to adapt and evolve to changing consumer trends. …..
E-commerce conversion rate and lead generation landing page stats for desktop and mobile devices for benchmarking averages across different industries As you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites. Naturally, …..
