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May 18, 2005
Best Conversion Rates online Merchants
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?
| Merchant | Conversion Rate |
| QVC | 16.3% |
| Lands' End | 14.8% |
| Sportsman's Guide | 13.5% |
| FTD.com | 13.4% |
| L.L. Bean | 13.4% |
| Amazon | 12.8% |
| Coldwater Creek | 12.7% |
| eBay | 12.3% |
| Yahoo! Shopping | 12.1% |
| Proflowers | 11.8% |
| ColumbiaHouse | 11.2% |
| Williams-Sonoma | 10.7% |
| Lillian Vernon | 10.5% |
| American Eagle | 10.4% |
| Ticketmaster | 9.9% |
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."
Adam Viener
