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figuring conversion rates

specific definition

8:00 pm on Nov 29, 2004 (gmt 0)

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Is the sales conversion rate based on the number of visitors that make a purchase - or the number of purchases that each visitor makes?

I have a site where some customers buy 8 - 10 items in one order, and some buy only 1 item. It seems that each item purchased represents a conversion...so in figuring my conversion rate overall, should I count only the visitor and his one 'order', or each item as a separate order?

Sounds nitpicky, but I recently did a lot of work to better the conversion rate and saw no increase - However, there is a huge increase in income because the visitors are putting more items in the cart.

Thanks for you thoughts on this.


1:43 am on Nov 30, 2004 (gmt 0)

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I would count each customer as one conversion (regardless of number of items) & then use average order value to calculate profit per conversion.
5:38 pm on Nov 30, 2004 (gmt 0)

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It's great that you are looking at more than one measure. Just keep doing that and don't worry about calling any of them "conversion" (single word). Congratulations on the units-per-order increase by the way; that's significant.

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