Re: Slightly off-topic hits to purchase ratio?

This WebDNA talk-list message is from

1999

It keeps the original formatting. numero = 22245
interpreted = N
texte = I believe that the average online store gets around a 2% conversion ratio,meaning that for every 100 Visitors (not hits) 2 people convert to buyers.This is rather poor.However this is an extremely low conversion ratio more on par with directmail campaigns than with physical stores which are typically in the 15% ratio.The importance of the conversion ratio certainly depends on the product youare selling. A 1% conversion on a big ticket item with a decent margin maybe satisfactory, but if you are selling moderately priced items with littlemargin a 1% conversion factor would not be good. It also depends on yourvolume of visitors. Certainly 1% conversion of 1 million visitors may bebetter than a 10% conversion of 10,000 visitors, although this depends onhow much is spent to get the 1 million visitors and the cost of theinfrastructure that is required to service 1 million visitors compared with10,000. We try and pay very carefull attention to these numbers, especially whenplanning media buys.Hope this helps.JoshAt 09:16 AM 1/4/99 -0800, you wrote:>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.>>Anybody here care to comment. And you can take it private if you feel this>is way off topic for this list.>>===============================================>Gary Richter> PanaVise Products, Inc.> 7540 Colbert Dr. Reno, Nevada 89511> Ph: 702.850.2900 Fx: 702.850.2929> Email: grichter@panavise.com> http://www.panavise.com>===============================================>>>>>>---------------------------------------------------------------------------Joshua Blank Pop Art LLC http://pop-art.comjosh@pop-art.com eCommerce / Web Design / Multimedia7000 SW Hampton St. tel: (503) 968.5957Suite 124 fax: (503) 620.8487Portland, OR 97223-8361 Associated Messages, from the most recent to the oldest:

Re: Slightly off-topic hits to purchase ratio? (Sandra L. Pitner 1999)
Re: Slightly off-topic hits to purchase ratio? (Brian B. Burton 1999)
Re: Slightly off-topic hits to purchase ratio? (josh@pop-art.com 1999)
Slightly off-topic hits to purchase ratio? (Gary Richter 1999)

I believe that the average online store gets around a 2% conversion ratio,meaning that for every 100 Visitors (not hits) 2 people convert to buyers.This is rather poor.However this is an extremely low conversion ratio more on par with directmail campaigns than with physical stores which are typically in the 15% ratio.The importance of the conversion ratio certainly depends on the product youare selling. A 1% conversion on a big ticket item with a decent margin maybe satisfactory, but if you are selling moderately priced items with littlemargin a 1% conversion factor would not be good. It also depends on yourvolume of visitors. Certainly 1% conversion of 1 million visitors may bebetter than a 10% conversion of 10,000 visitors, although this depends onhow much is spent to get the 1 million visitors and the cost of theinfrastructure that is required to service 1 million visitors compared with10,000. We try and pay very carefull attention to these numbers, especially whenplanning media buys.Hope this helps.JoshAt 09:16 AM 1/4/99 -0800, you wrote:>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.>>Anybody here care to comment. And you can take it private if you feel this>is way off topic for this list.>>===============================================>Gary Richter> PanaVise Products, Inc.> 7540 Colbert Dr. Reno, Nevada 89511> Ph: 702.850.2900 Fx: 702.850.2929> Email: grichter@panavise.com> http://www.panavise.com>===============================================>>>>>>---------------------------------------------------------------------------Joshua Blank Pop Art LLC http://pop-art.comjosh@pop-art.com eCommerce / Web Design / Multimedia7000 SW Hampton St. tel: (503) 968.5957Suite 124 fax: (503) 620.8487Portland, OR 97223-8361 josh@pop-art.com

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Re: Slightly off-topic hits to purchase ratio?

1999

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