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Monday, Aug. 3, 2009 at 12:49 pm

Top 10 Online Retailers by Conversion Rate: June 2009

By Bryan Eisenberg
August 3rd, 2009

Here are the top 10 converting websites for June 2009*. These are based on Nielson Panel data and are calculated by user to final conversion. Conversion-rate data is based on visitor conversion rates, not session conversion rates: i.e., No. of unique customers/No. of unique visitors.

1. ProFlowers 24.0
2. Vitacost 23.3
3. 1800Flowers 19.5
4. Roamans19.2
5. Office Depot 18.5
6. Blair 17.3
7. QVC 17.0
8. Victoria’s Secret 16.8
9. 16.4
10. Amazon 16.4

*Source: Nielsen Online / Marketing Charts

Benchmarks according to the FireClick Index

Fireclick Index

Increasing your conversion rate requires you to follow a continuous improvement program? If you need help improving your results let us know.

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Comments (18)

  1. 2 of your links to top 10 conversions are broken

  2. Interesting list, thanks. Though the sites are nice, since they were the Top 10, I was expecting to see something out of the ordinary. But all the same I picked a couple of tips from their design/layout.

  3. Pro flowers has done it again.But their conversion rate has deteriorated .Last time as you mentioned in one of the previous posts that they had a conversion rate of 42.0.

  4. I just wish my conversion rate was in the double digits, congratulations to the top 10.

  5. [...] subscribe to email lists for many of the top converting sites, just to keep an eye on what they’re up to. And I’ve noticed an increasing trend [...]

  6. perhaps it skews the results my ignoring Number of Repeat Visits. i purchase from amazon perhaps 1 out of every 20 visits yet, according to this formula, you get the impression that i account for a 100% conversion (one unique customer / one unique visitor). in reality, they come closer to converting me 5% of the time.

  7. Hi – I’m new to studying this stuff, so please excuse me if this is an amateurish question – how much of those conversion rates can be attributed purely to brand recognition and historic trust as opposed to on-site optimization and usability? I could make a note-for-note clone of (in theory) but I seriously doubt it would achieve a 16.4 conversion rate as an unknown.

  8. i like the list
    it is really informative
    i was expecting to see it
    finally,congratulations to the top 10.

  9. unbelieveable , amazon in top 10

  10. For the first time I came across your site from google & surprised to find that many top10 lists are available here.This top10 retailers list is a good one out of some other best top10 lists.

  11. So I just found the top 10 posts and have been reviewing them…and I might have missed this, but any ideas as to why the “flower” sites do so well? Is it a simple case of people like to send flowers or is there something more afoot?

  12. [...] some e-commerce sites that scored consistently high conversion rates in 2009 according to the “Top 10 Online Retailers by Conversion Rate” provided by Bryan [...]

  13. The list is interesting, but coming up for a year old. Any chance of an update?

  14. @Hairdressing Supplies: these appear to always be available at See

  15. I’m a affiliate of Amazon and it’s conversion rate at the bottom of the list:(

  16. Flowers are always going to be in the running. Women love flowers

  17. Amazon only 10th..No wonder my conversions with them are so poor!

  18. [...] *Source: Nielsen Online / Marketing Charts. [...]

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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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