Hello, Thank you for visiting - I hope that you will find useful information. Leave a comment but if you have any comments on the subject.
Endless rain and temperatures in the single digits have motivated me to my summer break, despite announcing, once again to publish an article.
This time it's about the mystery of the conversion rate, especially about how to assess a conversion rate at the best and compare. This also raises the question how the optimal conversion rate looks like.
Basically, you should be quick, often-heard general principles alá 3% conversion rate is okay, everything is about 5% super throw, etc. overboard. Because there are no general guidelines, in my view. Much more should be based on seeking its own values continuous improvement. For every shop is different and conversion rates from Site A can often not with the conversion rate of Shop compare B.
As a small example, tend to be pure online retailers will fare better than running your own B2C producers to shop. In the latter case, much more needs to be covered as a pure online shop. So there may be many users are not interested in buying and find out only by the manufacturer will want to register their products, B2B prospects who are interested in contact information, etc.
Just the type of product is an essential factor may affect the conversion rate. Thus, in the monthly statistics, for example, regularly represented Nielsschen stores with astronomical conversion rates of around 40% partially. These sell for big part of everyday goods and products needed on a regular basis. Thus, according to Nielsen Online regularly shops for flowers, frozen food or office supplies lined up at the top.
In addition, I think even the type of traffic generation is an essential component. Are massive campaigns, sweepstakes mailings, or used for traffic generation is often higher and the scattering decreases the conversion rate.
All these examples serve only to this one, like to underline at the beginning already mentioned, the conversion rate is one of their own and should be optimized continously. The view of values from other sites is interesting, but should always be questioned.
Tips on improving conversion rate can also be found in older posts of mine:
Transparency and increase revenue from online stores!
Design of landing pages (Part 2)
Increase revenue through better purchasing processes
Ähnnliche posts:
Sepp
20th July 2009 at 15:36
Um, maybe more "conversion" ...
Mark Kapferer
20th July 2009 at 16:07
oha thank you - I've probably wiedermal to "German" meant. Always convert this what creeps. Habs changed.
Tolga
19th August 2009 at 12:54
Hi Mark,
very true - too much comparing apples to oranges.
Those who say we have a conversion rate of 30-40% of either newsletter subscriptions, downloads, taking "place-of-the-one-product-of-a-basket", a Klickout to another page or something else as a conversion to. Or refer a priori to the unique visitors rather than on the actual site visitors [as a data base if an existing customer then visits a month, 4x my side and once bought, then I have a CVR of 100% - vs. 25%, if I refer to the visits]. Even worse it gets, if z: b. Affiliates are on board, the via layer and frames to generate tons of page views - it lubricates the CVR me off properly.
From my perspective, it is time to even have to worry about how you can make the CVR to a universally comparable basis - because then I can really make comparisons.
Am - in general - d'accord with you: instead of looking at others, you should see that you improve in each segment.
Good article, thanks. Calls for reflection.
Hermann
Third August 2010 at 18:02
The publication of CVRs is unfortunately often misused as a marketing message and how those messages are true, we all know. I really liked that finally someone responds to the incomparable range of shops and business models. Good article and very real!