If we get some more responses in this thread, I'll bet we see a big range! My worst site does just under 1% and my best does 6%. The 6% site sells a very specialized product and has many repeat customers. The 1% site sells a commodity product. For most of my sites, I shoot for 2%
I'm guessing it'll be about the same as a direct mail campaign, 2%.
|I'm guessing it'll be about the same as a direct mail campaign, 2%. |
Hmm, well direct mail really differs from search engines. In the latter case people are looking for your product. Is it not right ?
That's around my site's price range.. I have a $40 minimum though, which I think raises the ante a little.
It really does seem to depend on the product and how well targeted the market is.
Bear in mind that my lines are arty/gifty, which means there's a very high level of personal taste involved in the buying decision <add: oops.. I see you'll probably have the same factor> (as opposed to functionality or purpose being the decision maker), but I'd say somewhere around:
1% on very well targeted items priced up to $60 - ie, the person comes in from a search engine looking for that particular item.
maybe 0.3% on 'untargeted' items up to $60-80 - ie, the person comes in from a SE looking for 'unusual gift' or 'wedding gift' or whatever - I regard them as looking for ideas rather than particularly read to buy. They're a hard sell.
around 0.5% on well targeted items between $60 and $400 - the person comes in from a SE knowing what they want, and because my lines are fairly unique the person *probably* has a reasonable idea of what it is going to cost them. Whether they can actually afford that is another question, and in that price range people are understandably very particular about whether it is exactly what they want.
Untargetted items over $80? Wouldn't have enough numbers at this stage to guess.
You could probably double these figures for a non-artsy type business, as it is fairly evident from my logs that I get a lot of artisans coming in and going methodically through my sections looking for ideas. You can just about time them to the second..
>consider item for a second
>right click and save pic
>right click and save next pic
>click link..... etc
"In the latter case people are looking for your product. Is it not right ? "
Right... but with collectibles, what you regard as 'cute' someone else will regard as "GaaAcK!"...
what you regard as 'delicate duck egg blue, someone else will regard as "time to replace the toilet freshener blue"
'reassuringly solid' is "clunky"
'simplistic' is "amateur"
you get the idea..
It would be interesting to hear what conversion rates others have... I'll start. Our conversion rate fluctuate between 1:35 and 1:45 depending on where the traffic is from and what keywords were used.
The reason I asked is that one of my sites has a ratio of 1:350 ($25-$300 items) and I was thinking it's somewhat small.
I started analyzing the logs to see the visitor patterns and was amazed at the fact that people browsed the site in completely different way than was anticipated.
Products I sell fall more in the $300-$2,000 price range. I see quality search terms from Overture or MSN, AOL converting roughly 0.8-1.2%. Google and Yahoo traffic is somewhat dismal, around 0.3-0.5%. I believe this is because people searching on Yahoo/Google (especially Google) are researching more than shopping. Or they are shopping for a VERY specific/ambiguous item which I tend not to have. I can tell this from the more specific searches they execute on Google.
I guess it depends on your industry with Google traffic. If you are selling very specific products with a brand name and model number, like "Canon G2 camera", I think you will get good conversion rates with Google since there are not too many products that fall under the description of "Canon G2 camera".
But if it is something specific that they want that has a variety of matching products, like "lightweight compact camera", even though it is highly targetted and specific, it will be a harder sell, because you still have to convince them your product is a match to what they're looking for.
Just my personal opinion. And no, I don't sell cameras :)
I have a figure of 1.8%.
This is from the 'The state of Online Retailing (April 2000).
This was from a survey of 221 online retailers, by
the Boston Consulting Group.
What I would like to know, is it normal for
55 - 60% of your potential customers to abandon your
web site in the first 6 seconds (Did not stay in NetTracker).
We have a fast, targeted and well designed site.
Is this normal.
Tedster references an article (no longer online) that says 8 seconds. Brett just posted a week or so ago that he thought the new tolerance threshold was 5 seconds
Also, I ran across this one mentioning NetTracker
Visitor Attention Span [webmasterworld.com]
I say 2% :)
- hangs head in shame....
70% of my users are gone in less than 30 seconds on my heaviest traffic site.
you have to look at the % of users coming in via se's and how competitive your product is...
My concern over short visit length (and the high number of people who seemed to just view one page) led me to install some session tracking software.
I was pleased to find that a large portion of my "one page wonders" were either:
A) searching for a term that brought up my site but was not appropriate for what I am selling
B) AOL users who were getting served up a new IP address with every page request
Pull those out, and your average time on site and average page views per visitor will probably go way up.
Still, I think 2% conversion is probably pretty realistic.