Re: Slightly off-topic hits to purchase ratio?
This WebDNA talk-list message is from 1999
It keeps the original formatting.
numero = 22250
interpreted = N
texte = >Ok the typical New Years Eve bash...but was listening to a person at the >party spouting off about a ratio I never heard of before 3% purchase to >hits ratio. I assume he means visits. This was the yard stick they >claimed was some web commerce valid shopping site info. And if you were >below this number you site was not designed right..on and on and on. > >Meaning I think...100 visitors and 3 would make purchases. Anybody ever >hear this type of data? > >Of course the client I consult on was right there and when we ran the >numbers on their site we were less then 1 percent. Lots of lookers but no >buyers. > >I would think it would have to do with the product being sold. Meaning >some products are going to have higher ratios then others.Conversion rates are a very common yardstick of the mail order industry. How many catalogs you mail will have a direct proportion to how many times the phone rings. It is only recently that online sites are starting to apply some of the knowledge that mail order has acquired in the past 20 years. On a clothing site I host we see a 5% conversion from visitors to shoppers. By comparison, an electronics site we have sees at 1.5 - 2% conversion. The clothing's sites prices are around retail levels, while the electronics store sells closeouts, and mfg. refurbished stuff, which gives them a clear price advantage. But I'd still argue that I'd rather have a site with a 1% conversion and a million visitors then a site with 50K visitors and a 3% conversion... You can always easily play with the site to improve conversion, but try building traffic cheaply!It is a very common mistake to expect the people who program the website to do it's marketing too. That's why we have in-house marketers to promote the sites, and set up partners, etc, because building a better mousetrap just isn't good enough today. Brian B. Burton BOFH - Department of Redundancy Department --------------------------------------------------------------- MMT Solutions - Specializing in Online Shopping Solutions 973-808-8644 http://www.safecommerce.comAre you a Web Programmer? I am today.
Associated Messages, from the most recent to the oldest:
>Ok the typical New Years Eve bash...but was listening to a person at the >party spouting off about a ratio I never heard of before 3% purchase to >hits ratio. I assume he means visits. This was the yard stick they >claimed was some web commerce valid shopping site info. And if you were >below this number you site was not designed right..on and on and on. > >Meaning I think...100 visitors and 3 would make purchases. Anybody ever >hear this type of data? > >Of course the client I consult on was right there and when we ran the >numbers on their site we were less then 1 percent. Lots of lookers but no >buyers. > >I would think it would have to do with the product being sold. Meaning >some products are going to have higher ratios then others.Conversion rates are a very common yardstick of the mail order industry. How many catalogs you mail will have a direct proportion to how many times the phone rings. It is only recently that online sites are starting to apply some of the knowledge that mail order has acquired in the past 20 years. On a clothing site I host we see a 5% conversion from visitors to shoppers. By comparison, an electronics site we have sees at 1.5 - 2% conversion. The clothing's sites prices are around retail levels, while the electronics store sells closeouts, and mfg. refurbished stuff, which gives them a clear price advantage. But I'd still argue that I'd rather have a site with a 1% conversion and a million visitors then a site with 50K visitors and a 3% conversion... You can always easily play with the site to improve conversion, but try building traffic cheaply!It is a very common mistake to expect the people who program the website to do it's marketing too. That's why we have in-house marketers to promote the sites, and set up partners, etc, because building a better mousetrap just isn't good enough today. Brian B. Burton BOFH - Department of Redundancy Department --------------------------------------------------------------- MMT Solutions - Specializing in Online Shopping Solutions 973-808-8644 http://www.safecommerce.comAre you a Web Programmer? I am today.
Brian B. Burton
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