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, all site managers and owners want to know the benchmarks - "how do our conversion rates compare?". As consumer and business confidence falls, it's more important than ever to audit and optimize your marketing success metrics. In this post, I have compiled different free industry sources focusing on retail e-commerce conversion. At the end of this article, we also feature an analysis of landing page lead generation conversion rates by industry sector towards the end of the post. We keep this compilation updated as new conversion data is published in 2024.

E-commerce conversion funnel

This funnel-based view of the conversion process is a useful starting point since as well as the typical average basket…

Custom landing page examples and best practice advice. Always use your data to inform your digital marketing strategy

Discussion of web design in companies who don't know the power of a strong landing page still often focuses on the homepage. But savvy companies who are effective in their traffic building know that many visitors reach the site on other landing pages. These include both standard website page templates like category or product pages and custom landing pages dedicated to maximizing the conversion of leads when using inbound marketing techniques like SEO, Google Ads, and social media to drive visitors to a site. Whether you use standard page templates or dedicated landing pages will depend on your sector. For retailers or travel companies, it's impractical to create bespoke landing pages for each category and product. However, for business-to-business service and Software-as-a-Service (SaaS) businesses, dedicated pages are still commonly used to maximize conversion. In other…

Under pressure to deliver tangible digital marketing measurements? It's time to calculate your digital marketing ROI and demonstrate results

The fundamental formula for calculating your digital marketing ROI is:

ROI = (Gains from investment - cost of investment)/(cost of investment) × 100%

As a marketer, one of your main worries is how to prove the effectiveness of your digital marketing activities. To prove it, your boss wants hard numbers - so it's time to calculate your digital marketing ROI. Let me tell you this though: there’s no exact method that will capture your digital marketing ROI perfectly. It’s just difficult to quantify some of the activities you engage in. Having said that, you can still have an approximate value of your digital marketing ROI. This gives you insights into the effectiveness of your marketing efforts. Apart from providing a figure to your boss, it helps you to adjust your marketing strategy to improve results. But to…

Direct to consumer retail and e-commerce marketing strategy case study: Warby Parker

Warby Parker is a glasses designer, manufacturer, and retailer taking the world by storm. Their direct to consumer (D2C) model allows this company to build relationships directly with customers and benefit from retaining them, without expensive intermediaries and partners. "By circumventing traditional channels, designing glasses in-house, and engaging with customers directly, we’re able to provide higher-quality, better-looking prescription eyewear at a fraction of the going price." - Warby Parker   In this post, I'll be exploring Warby Parker's marketing strategy and offering our recommendations to develop customer relationships within your retail e-commerce business. To do this succinctly, I'll be using the RACE Framework to highlight WP's strategy at 4 crucial stages in the customer journey - Reach, Interact, Convert, and Engage.

The RACE Framework for direct to…

Techniques for mapping your digital customer journeys across different touchpoints with the RACE Framework

Understanding your customer and how they interact with your business, directly and indirectly, is critical in driving improved value, repeat business, and longevity (and value) of your relationship. That's why you need a digital customer journey example. Digital customer journey mapping helps you create a communication strategy that builds a conversation with your customers. Following your digital customers' journies helps you visualize current and planned customer journeys and the key touchpoints across different marketing channels. So, where do you start when looking at your business and the journey a customer takes in the initial phases of a decision-making process and in follow-up phases as the relationship builds?

Using the RACE Framework to create digital customer journey examples

Our popular RACE Framework gives marketers a solid structure upon which to base their market research, customer experience (CX) analysis, customer journey mapping -…

What is e-commerce marketing and how is it different from other digital marketing? Discover opportunities for strategic optimization in an industry which has seen year on year growth like no other

2020 was the year of e-commerce. You don't need me to tell you that. Over the last decade, our marketing technological ability and sophistication have gradually improved, enabling increased e-commerce engagement and traction, as more businesses have begun selling online. However, it's the rapid change in social behavior during the global pandemic that is responsible for the peaks we've seen this year - such as e-commerce accounting for 16% of total sales in the US in Q2 2020.

Identify, anticipate and satisfy customer requirements profitably, online

So, your customer wants to buy from you online? Great. But how is…

10 ways to segment website visitors using Google Analytics

When I work on E-commerce projects to identify methods to increase conversion, I always start with a structured analysis of the current effectiveness of customer journeys for different segments, using Google Analytics to help identify potential improvements to site page templates to test.

Segments are powerful since they help you isolate and compare different traffic sources, so in the screengrab below we have selected organic traffic to just find out how these visitors behave, for example, which landing pages do they arrive on?

Note that to encourage usage of Advanced Segments, Google renamed them a couple of years ago to 'Segments' in order to make them less scary and encourage adoption amongst GA users who don't see themselves as advanced. A key part of this approach is to go beyond the…

It's time for e-commerce marketers to start taking Pinterest seriously

Pinterest is about far more than collecting aspirational pictures of perfectly decorated rooms, stylized desserts, and faraway locales. With the introduction of buyable pins last year, the platform’s more than 100 million active users now also flock to the site to shop. Compared to other social networks, Pinterest users spend an average of 50 percent more. Many brands are already taking advantage: By the end of 2015, there were more than 60 million buyable pins. In 2016, buyable pins became available on mobile platforms, increasing shoppers’ ability to purchase anywhere at any time. While other social networks struggle to find ways to convince users to make purchases, Pinterest’s visual user interface makes it an ideal showcase for products of all kinds. Research by Shopify found 93 percent of Pinterest users utilize the site to plan purchases, almost like a vision board.

A Pinterest Home Run

Businesses of all…

Use your customer data to find and target your most valuable customers

As every savvy marketer knows, using buyer personas is a time-honored technique that helps ensure messaging stays focused on the customer — nearly 60% of B2B marketers currently use them. The problem is that the results are mixed. Only a little more than a third of those marketers describe personas as being "very" or "extremely" effective, and 16% say they are "not at all" or "not very" effective.  So why aren't these marketers having better luck with what should be a surefire tactic? The truth is that no matter how hard you work to market your product, you're not going to see success selling to the wrong persona. You wouldn’t target young professional men when the customers who really want what you’re offering are middle-aged moms. You probably can't sell baby strollers to singles, for example. No matter how powerful your message…

Techniques to improve your results from your LinkedIn Ads

Marketers using LinkedIn’s Advertising Campaign manager often achieve poor results when testing the Ad platform for engagement and impact. Below are 3 reasons and possible solutions why marketers often fail with LinkedIn advertising:

1) Understanding LinkedIn’s context and the intent of users

The purpose behind LinkedIn is to provide an environment which “connects the world's professionals to make them more productive and successful’ Where marketers very often fail on LinkedIn Ads is pushing out solutions and products expecting similar clicks and conversions to that of Google Adwords where users are actively searching for product information with a high intent to purchase. Fundamentally, this is because on LinkedIn you are often reaching customers at a difference stage in the buying cycle where users are making professional connections, having conversations with their networking on groups rather than purchasing services directly.…