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Is my e-commerce website successful?

Posted on 21st March, 2016

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This week I was asked to look at an e-commerce website for a potential customer.

They were not happy with the very low number of sales being made.

While looking at the site and compiling a report, I did some research into what is currently seen as a decent conversion rate, i.e. the percentage of sales based on the number of visitors to a site. We would expect a site owner to know how many sales they have made in a given month. We would measure the number of visitors using Google Analytics or a similar tool.

As always, the devil is in the detail. Conversion rates vary across different market sectors. They also vary by device. Visitors using desktop devices generally produce the highest rate, followed by tablets and mobile devices.

Apparently, the overall average is 4%, i.e. 1 in 25 visitors will make a purchase.

I looked at our own group of sock websites: socksock.co.uk, smartwool-socks.co.uk and wigwam-socks.com, to find that our conversion rate is a whopping 13%.

There are some good reasons for this, I think, based on the search terms for which we rank well. The visitors who find our sites are searching for fairly specific brands or items and are therefore minded to buy when they find them. Of course, they also find sites which are well designed and easy to use.

I have to admit I was both delighted and surprised by this finding. Not every e-commerce website will achieve it, but if your site is not producing sales you expect or want, we would be delighted to help you.