Comments on: Top 10 Online Retailers by Conversion Rate: January 2008

By: mihai

mihai — Sat, 12 Apr 2008 23:14:12 +0000

Do you have any idea if, apart from strictly sales, the conversion rate they calculated takes into account also the returns? Because we can easily make a fashion website with a high conversion rate (classic sales/visitors), but what if the returns are high? Do we still consider that all we have to do is sell, or we take into consideration only those sales that have no product returns?

Especially in the fashion industry, the return rate is quite high, so 23.6% conversion rate may seem high for an “average”, but may be misleading. The difference is huge though between no 1 and no 2 from the top provided and I don’t really think that 1 out of 4 people that visited the website… were also satisfied.

By: Top 10 Online Retailers by Conversion Rate: February 2008

Top 10 Online Retailers by Conversion Rate: February 2008 — Fri, 28 Mar 2008 13:16:02 +0000

[...] Last month, I wondered if we would see any Valentine’s day influence to this month’s list. What do you think? [...]

By: Pay Per Click Advertising Roundup for Thursday through Monday 3/13/08 - 3/17/08 | semvironment

Tue, 18 Mar 2008 03:58:27 +0000

[...] Top 10 Online Retailers by Conversion Rate: January 2008 [...]

By: Bryan Eisenberg

Bryan Eisenberg — Mon, 17 Mar 2008 23:08:23 +0000

I am still trying to find more about how Nielson defines their conversion (is it session based or unique visitor based) metrics. I do know that it is not self reported but more likely based on their million plus panel participants. The key to these metrics is that they use the same methodology month after month.

By: Mark From Just Accountants

Mark From Just Accountants — Mon, 17 Mar 2008 22:51:50 +0000

I’ve seen these ‘top ten best converting…’ things posted on Grok in the past and have always been sceptical about them.

Are we really to believe that 1 in every 4 visitors to LLBean’s website buys something? I strongly doubt it.

By: Presidents Race

Presidents Race — Mon, 17 Mar 2008 17:59:19 +0000

I’m sure it’s all self-reported and methodologies vary. eBay is undoubtedly counting bids. More importantly IMHO, you can’t compare broad conversion rates across diverse sites. You need to narrow down types of conversion.

Other than ebay, the fact that Bose makes this list impresses me because it can be argued that all of the other sites feature broad catalogs in categories that encourage reordering by repeat customers. If you target repeat customers and easy reordering, then you absolutely should expect higher conversion rates than a site which is more acquisition-oriented.

I have always tried to distinguish measurement of acquisition conversion vs. customer conversion by segmenting all visitors in this manner. That way you are measuring apples to apples, as well as better isolating the impact of your marketing campaigns.

By: Brandon

Brandon — Mon, 17 Mar 2008 16:16:18 +0000

Sorry… totally screwed that up. Too much coffee. Anyone know how these conversion rates are calculated?

By: Brandon

Brandon — Mon, 17 Mar 2008 16:13:08 +0000

Anyone know how are these conversion rates are calculated? Are they visitors vs sales conversions? Or are they carts vs sales conversions?

By: Bryan Eisenberg

Bryan Eisenberg — Sat, 15 Mar 2008 13:39:53 +0000

I am not sure how Nielson is calculating the metric for eBay. I’m just reporting what they released. However, i’ll try to find out.

Thank you Dr Pete for the kind words.

By: Dr. Pete

Dr. Pete — Sat, 15 Mar 2008 13:22:38 +0000

I have to share Michelle’s skepticism. I assume a “conversion” on eBay must include bidding on or listing an item, not actually making the winning bid and buying the product. A power user who lists dozens of items a day may have 50% conversion, if they use a looser definition.

The rates across the industry leaders are certainly interesting and impressive, but I worry that we’re starting to make the same mistake with conversion that we’ve made with other metrics (impressions, click-through, page views, etc.) and view it out of context.

Total non-sequitir, but I really enjoyed your webcast with the GWO team the other day.

By: Michelle Greer

Michelle Greer — Thu, 13 Mar 2008 23:25:26 +0000

I don’t see how eBay could be on this list. The biggest complaint people seem to have with the site is how cluttered it is. Maybe I’m missing something.

By: Top 10 Online Retailers by Conversion Rate: An Analysis

Top 10 Online Retailers by Conversion Rate: An Analysis — Thu, 13 Mar 2008 20:41:34 +0000

[...] Note: The following report on the top-converting sites for January 2007 has been corrected, as it mistakenly credits the previous year's data. It seems a fellow blogger cited outdated [...]