What is a Good eCommerce Conversion Rate?

This is one of the most common questions I get.“What’s a good conversion rate?”And usually, people are looking for a number.

What is a Good eCommerce Conversion Rate?

Around 2% is a solid benchmark. Most industry data will fall between ~1% and ~3%, depending on the product and industry. So if you’re around that mark, you’re not in a bad place.

The Dynamic Yield website is a great place to start, where you can filter by industry and device.

Conversion Benchmarks

Why Conversion Rate Benchmarks Can Be Misleading

The number on its own doesn’t mean much. Conversion rate is a reflection of:

• What you’re selling

• Who you’re selling to

• How people buy your product

How Price Point Impacts Conversion Rate

The higher your AOV, the lower your conversion rate is likely to be. That’s completely normal. If someone is spending £15, they’ll make a quicker decision. If someone is spending £150, they’ll take their time. On the Dynamic Yield website, refer to Luxury & Jewellery and see the difference in conversion rate.

Impulse vs Considered Purchases in eCommerce

Impulse products: → lower price → quicker decision → higher conversion

Considered purchases: → higher price → longer decision → lower conversion

What Actually Drives eCommerce Conversion Rate

If conversion feels low, start here:

• Product Pages (are they actually selling?)

• Trust (reviews, delivery, returns)

• Checkout (is there friction?)

How to Improve Your eCommerce Conversion Rate

Instead of asking “what’s a good conversion rate?” ask:

• What’s stopping mine from being higher?

• Where am I losing customers?

• What can I improve?

Start With an eCommerce Audit

If you want a simple way to review your website, I’ve put together a free audit.

Download eCommerce Audit

Thanks for reading,

Jenna