Understanding eCommerce Conversion Rates
- Jenna Medcalf
- Apr 13
- 2 min read
Updated: Jul 30
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. You can filter by industry and device to find relevant data.
Why Conversion Rate Benchmarks Can Be Misleading
The number on its own doesn’t mean much. Conversion rate reflects several factors:
What you’re selling
Who you’re selling to
How people buy your product
How Price Point Impacts Conversion Rate
The higher your Average Order Value (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. Conversely, if someone is spending £150, they’ll take their time.
On the Dynamic Yield website, check out the Luxury & Jewellery category to see the difference in conversion rates.
Impulse vs Considered Purchases in eCommerce
Impulse products typically have:
Lower price
Quicker decision
Higher conversion
Considered purchases usually involve:
Higher price
Longer decision
Lower conversion
What Actually Drives eCommerce Conversion Rate
If your conversion feels low, start here:
Product Pages: Are they actually selling?
Trust: Do you have reviews, clear delivery, and return policies?
Checkout: Is there friction in the process?
How to Improve Your eCommerce Conversion Rate
Instead of asking, “What’s a good conversion rate?” consider these questions:
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.
Conclusion
Understanding conversion rates is crucial for your eCommerce success. By focusing on the factors that influence these rates, you can make informed decisions that lead to growth.
Thanks for reading,
Jenna
Comments