August 2010 Survey Results: Conversion Rates

The August 2010 Practical eCommerce survey polled readers about conversion. We wondered how many of our readers regularly track conversion rates on their sites, what percentage of visitors are converting into buyers, and what might be preventing visitors from making a purchase.

Our conversion survey asked four questions, with a comment section for each response. Readers who completed the survey, and then provided us with their names and email addresses, were automatically entered in a contest to win a $25 Amazon gift certificate. The August contest winner, chosen by a random number generator, was JoAnne Jarecki of Norscot, a company that specializes in the development of turn-key marketing, promotional product and brand identity programs for Fortune 500 companies.

Do You Track the Purchase Conversion Rate on Your Site?

Nearly every respondent said they do track purchase conversion rates on their sites, with 89.9 percent saying “Yes,” and 2.8 percent saying “Sometimes.” One commented, “We track completed orders versus unique visitors to the site every day.” A mere 8.3 percent of polltakers said they do not track conversion rates.

Chart: Do you track the purchase conversion rate on your ecommerce site?

Which Best Describes Your Site’s Purchase Conversion Rate?

Exactly three-quarters (75 percent) of respondents said their sites are converting less than 5 percent of visitors, while 5.6 percent said their sites convert between 5 and 10 percent. 11.1 percent said their sites have a conversion rate that is more than 10 percent. Another 8.3 percent said they did not know the conversion rates of their websites.

Chart: Which best describes your site’s purchase conversion rate?

What Factors Most Affect Your Conversion Rate?

Responses to this question were fairly evenly spread out, with 30.6 percent saying they believe it is the price of their products, 25 percent blaming site layout and design, and 30.6 saying “Other.” Interestingly, only 13.9 percent of respondents think it is shipping policies that prevent their customers from converting.

This question received the most comments. One respondent said “All of the above, plus in-store mail pieces.” Another said, “I think all contribute, and what promotions are running at the time.”

Several respondents said they do not know what factors could be affecting their conversion rates. One wrote, “We have ten retail stores, so a lot of our traffic is info gathering without intent to purchase online.” Other comments included, “[Conversion] factors are a moving target,” and “Still trying to work that out.”

Respondents who cited particular barriers to conversion said it could be “The type of products,” or “The design of our site needs to be updated. It is a bit old. Update on the way,” or “Shipping options, checkout customization limitations of our Yahoo! store.” Another said, “We did a lot of testing and price is the biggest factor in our saturated niche market.” Another thinks it is the checkout process, “Customers must have birth details ready to proceed with their purchase.”

Chart: What factors most affect your purchase conversion rate?

Which Best Describes You or Your Business?

Most respondents said they represent ecommerce companies (72.2 percent). 5.6 percent said they are developers, designers or programmers; 5.6 percent are software, SaaS or other vendor to ecommerce merchants; and 16.7 percent checked “Other” type of businesses.

Chart: Which best describes you or your business?