It's also useful to include cart and abandoned cart rates here to get a fuller picture of the funnel.
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The full report also includes average add-to-basket rates. The latest data was published by Kibo is from Q2 2021. The Kibo e-commerce Quarterly is a great source giving regularly updated benchmarks on conversion in the US, GB, and EMEA, segmented by devices and media for large e-commerce brands. The key here is for these stats to inform your goals not to define them. If your marketing strategy includes geo-targeting, can be particularly useful to come up with country-specific KPIs for segments of your customer base. To see why, take a look at Dan Barker's excellent post explaining why conversion rate is a horrible measure to focus on. When benchmarking conversion rate, we think it's important to explain to marketing managers that they should go beyond headline conversion rates to segment conversion by different types of visitor. For example, a ratio of one transaction to every ten sessions would be expressed as an Ecommerce Conversion Rate of 10%".īefore we get to the stats, a couple of caveats on benchmarking conversion rates: "The ratio of transactions to sessions, expressed as a percentage. E-commerce Conversion Rate is defined by Google as: In Google Analytics, which can be considered the standard reference, sales transactions are divided by visits. Are you dividing the number of sales by the number of unique visitors or visitor sessions? When benchmarking conversion, it's important to consider the denominator. How are e-commerce conversion rates measured? We keep this compilation updated as new conversion data is published in 2022. 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.
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In this post, I have compiled different free industry sources focusing on retail e-commerce conversion. Now, as marketers plan for 2022, it's never been more important to audit and optimize your marketing success metrics. Naturally, all site managers and owners want to know the benchmarks - "how do our conversion rates compare?".
E-commerce conversion rate and lead generation landing page stats for desktop and mobile devices for benchmarking averages across different industriesĪs you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites.
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