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Is the conversion rate of your e-commerce site efficient?

On merchant sites, one indicator should be watched like milk on the fire: the number of orders placed per visit. It varies depending on the sector.

To know how your site contributes to the profitability of your business, you must of course be able to measure the actions carried out by Internet users. This is called the conversion rate per visit, or conversion rate. Number of orders placed, registrations: you still have to know if your " transformer rate Is efficient.

The rates vary according to the e-commerce sector of activity, attests the latest study by Kantar Media Compete and Google for France (September 2013). The champions of French e-commerce are online travel agencies and tire sellers, with rates of 3,2%. High tech fans generally order 3% of the time, while shoe addicts experience a rate of 2,6%. The lowest rate of 1,5% goes to furniture sellers. The latest American study by the renowned Marketing Sherpa firm gives an overall rate of 3% for American e-commerce.

Other sites gauge their conversion rate to the “engagement” that Internet users have shown. Register for a newsletter, share on Facebook or “like” a blog post, consult a web page or a video… These “ mic conversions »Testify to the relationship established with the Internet user.

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