I am interested in industry benchmarks of ecommerce conversion rates
(from unique visitors to purchasers).  My site currently converts at
2.4% and I want to understand where that fits in the spectrum from
Amazon, Gap, Nordstrom, Victorias Secret etc.

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Request for Question Clarification by ericynot-ga on 27 Dec 2002 12:17 PST

Hi manross,

After considerable searching, I've not found exactly what you're
looking for in terms of conversion rates for specific companies.
Moreover, the statistics I *have* found are somewhat contradictory to
some of the other information I've run down.

Specifically, I located a site with a breakdown of 14 product
categories which shows conversion rates varying from 10.0% - 27.8%.
However, this flies in the face of other sites referencing an average
conversion rate of 1.8%, and another site citing CCRs of 2 - 4%, with
10% being phenomenal. Additionally, I've found categorical market
research with prices ranging up to $2,995 (contingent upon your
membership in an ecommerce organization). Please let me know if you'd
like me to post what I have as an answer. Otherwise, I'll leave your
question open to other researchers for the time being.

Thanks,

ericynot-ga

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Clarification of Question by manross-ga on 27 Dec 2002 15:28 PST

Thanks - please leave the question open.  You've come up with the same
contradictory information that I found!

In our experience (and some research from Mckinsey) industry average
is between 1.8 and 2.5% visitor to customer.
This is dependent on lots of factors of course, like what you are
selling, how good your site is, how goo your content is etc. Soudns
like you are at the top end of the industry average.... Well done.