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May 18, 2005

Best Conversion Rates online Merchants

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Posted by Adam Viener

Nielsen/Netratings' MegaView Online Retail Report measures at-work and at-home Internet usage. Here is some snippets of information from their report pulled from their press release and from Internet Retailer's May 2005 Magazine:

Who has the best Conversion Rates?
MerchantConversion Rate
QVC16.3%
Lands' End14.8%
Sportsman's Guide13.5%
FTD.com13.4%
L.L. Bean13.4%
Amazon12.8%
Coldwater Creek12.7%
eBay12.3%
Yahoo! Shopping12.1%
Proflowers11.8%
ColumbiaHouse11.2%
Williams-Sonoma10.7%
Lillian Vernon10.5%
American Eagle10.4%
Ticketmaster9.9%


What are the best Categories based on Order Size?
Product Category Average Order Size (US$)
Computer Hardware 584.47
Event & Movie Tickets 121.60
Automotive 119.23
Office Supplies 102.47
Consumer Electronics 99.12
Child/Baby Care 86.13
Sporting Goods & Outdoor Activities 74.15
Home & Garden 69.99
Shoes & Athletic Footwear 53.14
Flowers, Greetings, & Specialty Gifts 51.61
Computer Software 46.76
Jewelry & Watches 46.62
Health/Wellness/Beauty 45.94
Apparel & Accessories 44.68
Toys, Games & Hobbies 40.41


More interesting stats:
  • Among the top 100 retailers, the average conversion rate was 4.9 percent for all retailers.
  • 69% of retail purchases transacted online were conducted via a broadband connection during November 2004.
  • Broadband customers spend on average $158.21 per person, 34% higher than the $117.89 average spent by narrowband users
  • Conversion rates for broadband shoppers reached 26%, compared to 21% for narrowband users.
"Brick-and-mortar retailers are noticeably absent among the top performers in online sales conversion rates," Heather Dougherty, senior retail analyst, Nielsen//NetRatings said. "While traffic is high to popular brick-and-mortar Web sites, visitors are often researching purchases to be made offline."

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