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Tuesday, Aug. 25, 2009 at 10:22 am

Top 10 Online Retailers by Conversion Rate: July 2009

By Bryan Eisenberg
August 25th, 2009

Here are the top 10 converting websites for July 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. Schwan’s 35.2
2. Keurig 31.3
3. ProFlowers 26.0
4. Vitacost22.5
5. Blair 22.4
6. 22.4
7. Woman Within 21.3
8. Amway Global 20.5
9. 18.7
10. Office Depot 17.9

*Source: Nielsen Online / Marketing Charts

Benchmarks according to the FireClick Index

Fireclick Index 7-09

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 (25)

  1. great. thanks for the list. bookmarked.

  2. 35% conversion rate? All the way through account opened? Thats hard to believe. Perhaps,click to app submit rate?

  3. My conversion rate is no where near these listed but my cart abandonment rate is lower than the average so I guess there is some good news here for me.

  4. 35% conversion – that is just insane… My site get just 2%, I feel sad now…

  5. 35% conversion…I can’t even get that with my friends when they visit my site lol

  6. Schwan’s 35.2 conversion rate is amazing. Also, nice to see the Fire Click info added on this post.

  7. And do you believe these stats? If it is true then they have crazy conversion rate!

  8. We manage 4.7% which is way above the industry stansard of 1.5% in the car hire industry. When I worked on the marketing for the All Saints website we managed to get the conversion to 10% with alot of work.

  9. Bryan, having looked at Fireclick for a bit I see some pretty strong variations in the conversion rates even over the period of a week or so, particularly in the industry segments. It may be the best we have, and I do look at it, but I wonder if it may be better as a trend indicator, then as an absolute measure…
    It surprises me to see such fluctuations. We could explain it away but it raises some questions.

  10. 35.2 !!

  11. we have a gift/flower site in NZ and have managed to get to 9% conversion, we are re doing our Magento site to hopefully double this over the next 6-12 months, it certainly takes a lot of focus. Kerry

  12. 35% conversion rate is incredible! The visitors must be extremely motivated and targeted before hand to get that kind of conversion, which judging by their site they are…

  13. How do the Nielson Panel get this data? I can’t see why websites would publicly share their conversion data.

  14. [...] Top 10 Online Retailers by Conversion Rate: July 2009 [...]

  15. Very useful and I’m sure there are many online retailers who could benefit from reviewing some of these top converting sites.

  16. It’s easy to understand why Amway Global has a high conversion rate..but for the others that truly is amazing. I’d be very curious to know what tactics sites such as is doing to get some great results?

  17. There is a 0% chance that this is true. I monitor hundreds of websites, some doing 1 mil + per month and that conversion rate is simply incorrect.

    With the traffic these sites do a 2%-3% conversion would be far higher than the industry standards. I am completely disregarding these stats.

  18. Info only useful in a small way. Conversion to what?
    Sales. email lists. links within target site.
    Conversions from affiliates 100 percent higher than from keywords OR E-mails?
    Some affiliate checks, huh?
    How about Average Sale from each category AND Lifetime Value calculation for each category (to date, anyhow).

  19. Woman Within and Blair always seem to make this list. I assume their fantastic price points may have something to do with it, but I also think great marketing (targeted to their bargain-savvy segments) plays a huge role, too.

    One thing that surprises me is that their product copy is so skimpy. We keep hearing how important content is (and I agree); we keep hearing how important it is to answer customers’ questions, relieve their fears, and anticipate their objections…yet these high-converting sites hardly give any information at all. Blair gives one intro sentence, then a sentence of blatantly-for-the-engines SEO stuff, and then a little bulleted list of features (no benefits). Yet they get that great conversion rate? What gives? Is great content really irrelevant if you’ve got low prices and an easily shoppable site? (If so, that makes me sad. :( )

    Diane, mild-mannered copywriter for a great metropolitan apparel company

  20. Keep in mind – conversion is not all about usability and design. Often, the business model can drive the results. For example, Amway Global posts strong conversions because many of their visitors are surrogate salespeople regularly purchasing more inventory. This is not the kind of standard shopping behavior you would see in typical ecommerce.

  21. Schwan’s got the first rank. That doesn’t make me surprised. Everyone must eat, right? LoL.

  22. This is not the kind of standard shopping behavior you would see in typical ecommerce.There is a 0% chance that this is true. I monitor hundreds of websites,

  23. WOW, those are incredible conversion rates. I would die for a 35% conversion ratio. Incredible.

  24. Truly fascinating stats. Obviously, if you have a product or service that people are only interested in visiting your website to purchase you will have higher conversion rates, however, these stats are out of this world.

  25. Wow, my site isn’t even consistently getting a 2% conversion rate. I will review the above listed sites and see what I can learn from them. Thanks!

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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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