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the average look-to-buy ratio of 50-to-1 for e-commerce sites
Doing the math, if a banner has .008 CTR, then the ''banner-to-buy'' ratio is .00016, or approximately 3 sales for every 20,000 banners. Obviously, this ratio is likely to vary quite a bit in certain product categories, but I found it to be true in household leisure products.
I am happy with my main site's conversion ratio, but would like to hear other's experiences - maybe I'm blissfully ignorant and should be aiming for much higher?
I definitely see this at work on my client sites. Lots of information on a site means a lower look-to-buy ratio, but higher actual dollar sales. And after all, you can only put dollars in the bank, not percentages.
Right now we have 4 ecommerce clients. We see more like 100 to 1 ratios on established sites -- sites that are getting a lot of return traffic. When they were brand new sites it was more like 300 or even 500 to 1. So my experience also says that 50 to 1 is not anywhere near a rule of thumb. Too many variables, including what industry and what price point.