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Monday, Sep. 1, 2008 at 10:16 am

Top 10 Online Retailers by Conversion Rate: July 2008

By Bryan Eisenberg
September 1st, 2008

Here are the top 10 converting websites for July 2008*. These are based on Nielson Panel data and are calculated by toolbar user to final conversion.

1. Office Depot 26.90%
2. 1800flowers.com 20.90%
3. FTD.com 20.30%
4. J. Jill 19.4%
5. ProFlowers 19.30%
6. QVC 18.20%
7. LL Bean 15.9%
8. Children’s Place 15.2%
9. Blair.com 14.9%
10. Zales 14.6%

*Source: Nielsen Online / Marketing Charts

New comers to the list include: J.Jill, Children’s Place, and Zales. Regulars to the list hat dropped off in July include: Lane Bryant Catalog, Eddie Bauer, VistaPrint and eBay. I think it is also interesting to note that FTD has done a great job staying towards the top of the list as ProFlowers seems to be dropping a bit.

Additonal June Retail Benchmarks:

Page Views Per Session 12.17
Product Page Views Per Session 3.13
Average Time on Site (in seconds) 469.83
Average Items/Order 6.56
Average Order Value $145.48
Shopping Cart Conversion Rate 31.99%
Shopping Cart Abandonment 68.01%
New Visitor Conversion Rate 1.81%
On-site Search Session 13.36%
On-site Search Conversion Rate5 .61%
On-site Search Average Order Value $144.41

Marketing Summary Benchmarks:

Direct Load:
Traffic % 51.18%
Sales % 72.94%
Conversion Rate 3.07%

Natural Search:
Traffic % 12.45%
Sales % 6.74%
Conversion Rate 2.02%

Referrals:
Traffic % 6.33%
Sales % 1.85%
Referral Conversion Rate 1.70%

* Source: Coremetrics LIVEmark Benchmarks US (PDF) – UK benchmarks PDF available.

Coremetrics LIVEmark leverages aggregate performance data across more than 300 participating brands to deliver over 35 benchmark metrics addressing performance indicators such as campaign and channel effectiveness, site stickiness and conversion rates.

If you need help increasing your personal benchmarks, let us know.

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Comments (6)

  1. Hi
    If i add the traffic from diferent origins i didnt get 100%
    Marketing Summary Benchmarks:
    Direct Load:
    Traffic % 51.18%
    Sales % 72.94%
    Natural Search:
    Traffic % 12.45%
    Sales % 6.74%
    Referrals:
    Traffic % 6.33%
    Sales % 1.85%
    Why?

  2. Because this does not include all traffic sources. As you can see it doesn’t have Paid Search, etc.

  3. Thanks Bryan
    i thought Paid wasn’t include
    is posible to see all the traffic source?

    i saw you at SES Latino 2007 in Miami
    great presentation
    we have a lot of work on analytics here

  4. Is this for June or July? Headline says July, article says June.

  5. These numbers are just further proof that there’s always room for improvement for the average online retailer.

  6. I Bet Your Site Doesn’t Sell This Well!…

    I came across an article from GrokDotCom.com discussing the top 10 converting retail sites as reported by Nielsen Online, here is the list:
    1. Office Depot 26.90%
    2. 1800flowers.com 20.90%
    3. FTD.com 20.30%
    4. J. Jill 19.4%
    5. ProFlowers 19.30%
    6. QVC …

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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