Nielsen regularly publishes a list of the top online retailers based on various parameters. It is interesting to see webstore conversion ratios of 25% and above.

Particularly since the average conversion ratio according to Forrester Research is 3%  – “eCommerce conversion rates continue to hover at 3%, and retailers know that enormous business can be gained by improving that single metric.” (Trends 2009: U.S. Online Retail, Forrester Research, April 29, 2009)

July 2009, Top 10 Online Retailers Based on Conversion Rate, (Min 500K Unique Visitors)
July 2009, Top 10 Online Retailers Based on Conversion Rate, (Min 500K Unique Visitors)

Source: Nielsen Online, MegaView Online Retail

Note: To be considered, e-commerce sites must have had a minimum of 500K unique visitors during the month. Conversion-rate data is based on visitor conversion rates, not session conversion rates: i.e., No. of unique customers/No. of unique visitors.

Admittedly, consumers who are going to the Schwan’s website (food delivery service) or the Proflowers website (flower delivery) are there to execute on the purchasing decision they have already made. That would result in a very high conversion ratio for these sites.

But, the same case cannot be made for, an online vitamin seller. I continue to argue that website design and user experience is a major factor towards boosting your webstore conversion ratio.

Here are a few articles I have written on how small business ecommerce merchants can improve their webstore conversion ratio.

  1. 15 Reasons Why Consumers May Leave Your eCommerce Site
  2. Tips to improve the webstore conversion ratio
  3. How to measure shopping cart abandonment rate?
  4. Why do customers abandon your shopping cart?