In that case you’re apparently looking good according to a fresh internet statistic ๐ข . Unfortunately comparing your conversion rate to a benchmark isn’t a worthwhile discussion.
One of the most frequent questions I’ll get is whether someone’s conversion rate is good. There isn’t a great answer to this, as there are too many externalities:
– product range
– audience makeup
– marketing mix etc
and actually it isn’t helpful to measure it (apologies to those who have asked me in the past and will ask me in the future).
What you want to know is what resonates with ๐๐ผ๐๐ฟย customer on ๐๐ผ๐๐ฟย website.
So; what is the trend of your conversion rate? How is this fluctuating over time?
More importantly than conversion rate is revenue per visitor as that gives you the overall performance of your website; the number and value of products sold.
What underpins your conversion rate is even more important; customer journeys, motivations, areas of friction. Getting a deep understanding of your customer is way more important than your conversion rate.
I’m not going to smirk when someone asks me the question about conversion rate again, but I am going to reorient the discussion back to talking about the important stuff: understanding your customer and improving on your current performance.
Brendan McNulty 