Does anyone know of any research or experience that indicates what a "typical" visitor conversion rate is? In other words, on average, on a monthly basis, what percentage of site visitors can be expected to buy?

While this metric is probably different across various industries, I suspect there is a good target that can be expected with online sales.

Any ideas?

thanks
Mgriffin

I have read within the past six months that a physical retail store converts on average 2% while the average e-commerce store converts 3.5-4%. Does this figure agree with your sales? Is is accurate?

Hi All

I think the variation is huge and really depends on the source site of the visitor.

For example coupon sites drive some of the highest conversion I have ever seen, insane levels of over 10% (1 in 10), Where as targeted sites with product links can hit that 3% to 4% on a good day but I think average in the 2% region, after that as you go into less and less targeted areas you can see a large drop off.

Also the price and type of the product plays a huge part. The cheaper and more Mass Consumer the product the higher the conversion rate. Of course all that can be debunked if you have a very niche high end product with very targeted traffic and a price that while high is still better than offline

Cheers

Chris

I am getting up and running with the site, so I can't confirm Captain's findings of a 3-4% conversion for ecommerce sites. However, a 2% conversion is what I have suspected.

Chris, you seem to have the right idea concernnig the source of the visit. You also, indicate a 2% conversion is good for targeted traffic.

These rates are a far cry from traditional "face-to-face" sales scenarios where 35-50% conversions are expected.

Thanks for the input Chris and Captain.

No problem Michael

Though I do wonder at the 35%-50% face to face sale, at that rate I would by something in every third store I go into, when in reality I do a lot of window shopping...

If a person is buying food then large store is going to see a 99% conversion as people go there to buy bulk food.

If they are looking to buy a dress/clothes they might hit a lot more stores before they buy, plus how many people just go out window shopping.

At 35% we're saying that every third person to enter a store buys!! Can't see it... or are we talking every third person who approaches (not 'is approached by') a sales person buys...in which case this does not compare to the web as there are no sales people in an online store, and there are far more window shoppers.

Cheers

Chris

Chris,

Your last paragraph describes the scenario I had in mind - a good sales person should be closing at least 30%, 50% is a hero. Clearly face-to-face sales and online shopping are two worlds apart. I would never expect the conversion to be the same.

Thanks for the dialouge.

Chris and McGriffen,

Great dialogue. I posted a few days ago regarding a 4% retail close rate but failed to distinguish what I meant by "retail"... Thanks for clarifying... you both make a lot of sense.