A couple of weeks ago I received a copy of the DoubleClick report based on over $1bn of ecommerce sales and involving hundreds of millions of unique visitors.
I don't know if it is biased to larger sites, but I imagine it is.
However, I thought that the overall average figures would still be of interest:
- 9.4% of visitors add to cart
- of these, 58% start checkout
- of these, 58% actually buy
This gives an overall conversion rate of visitors to orders of 4.9%.
(By the way these figures slightly contradict each other but they are as they appeared in the report. I think that one of the 58%s is wrong, but the overall conversion is probably right).