When it comes to improving the marketing performance of your website, it is important to optimize the conversion rate. While measuring the performance of conversion rate, many important variables must be considered. In case of an ecommerce store, these are a few things that you need to be more attentive to.
Your industry type
The average ecommerce conversion rate might be about 2-3%, but it can vary according to the type of industry that you are selling in, such as:
- Baby & child – 0.7%
- Arts & crafts – 4%
Always use the average conversion rate of your industry while trying to calculate conversion for your online store. Do not expect as high conversion rate as 2-3%, even if you are selling products from an industry that caters to a more niche audience.
Your item type
The product type that you have on sale should also be considered while trying to get maximum conversion rate. Products in electronics and furniture have the lowest conversion while Food & drink converts the most. In case you are selling an item that is low-converting by nature, it is normal to have a lower than optimal conversion rate.
Source of traffic
Your overall conversion rate would possibly be impacted the most by the traffic source for your online store, or the sources that your customers are coming from. When compared to social media, paid advertising and other “cold” traffic sources, there is significantly higher conversion rate with email or referral traffic – regarded as “Warm” traffic sources. Google is the equivalent of the web and with the presentation of Google Adwords and the promoters could track down an ideal stage and can generate leads with AdWords at different phases of sales funnel
Type of device being used to access your online store
Conversion rates tend to vary a lot according to the type of devices that are used to access your online store. It happens because many ecommerce stores and websites can be accessed more easily on desktop as compared to on mobile. The opposite is true for others.
When it comes to benchmarking, on an average the conversion rate with desktops is 3.9% while it is 1.8% with smartphones. If you do not have a high enough conversion rate, your shoppers might be more from the smartphone segment than from the desktop segment. You have to check this out.
In a few countries, such as in Germany and the United States, people are more ready for online shopping as compared to countries like Italy. The conversion rate of your online store would thus, vary according to your country.