Measuring and reporting conversion rates is vital for all ecommerce marketers. Benchmarking your conversion rate against others in the same industry can give you an indication of how you compare to your competitors. However, having a lower conversion rate does not mean your marketing has been unsuccessful, it shows that there's room for improvement.
Average ecommerce conversion rates are 1% – 2%. Even if you are doing everything right, you can still expect to win the sale around 2% of the time.
However, research by Marketing Sherpa shows that marketers who market electronics can see almost up to a 25% conversion rate, followed closely behind publishing and entertainment, and business services.
Improving customer journey effectiveness is important for any conversion rate optimization (CRO) strategy. To reach and surpass your competition think about the techniques you use to research and improve customer journeys. These can include:
All of these techniques can be used to create better experiences and convert more customers.
By Carolanne Mangles
Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.
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