{"id":988,"date":"2022-08-14T01:38:15","date_gmt":"2022-08-14T01:38:15","guid":{"rendered":"http:\/\/www.searchforecast.com\/blog\/?p=988"},"modified":"2022-08-14T01:40:21","modified_gmt":"2022-08-14T01:40:21","slug":"e-commerce-conversion-metrics-can-confuse-novices","status":"publish","type":"post","link":"https:\/\/www.searchforecast.com\/blog\/e-commerce-conversion-metrics-can-confuse-novices\/","title":{"rendered":"E-Commerce Conversion Metrics Can Confuse Novices"},"content":{"rendered":"

Increasingly, as businesses sell more online, financial folks have to understand Google Analytics E-Commerce Conversion data. It can be confusing to those who are not familiar with it.<\/p>\n

The most common e-commerce conversion rate is 1% – 2% that we see across the board for online retailers.<\/p>\n

The 1.61% e-commerce conversion rate for this online retailer in the Full Year End 2022 shows the % of of visitors who come to the website and buy online. It is best to compare time series and we often show the previous financial year as a comparison. In the below Google Analytics chart, you can see this online retailer e-commerce conversion rate is up 23% overall with it being up 65% for Google paid search which shows the focus on buying \/ targeting relevant keywords.<\/p>\n

It is important to break out the e-commerce conversion rate by source \/ medium. Direct Traffic e-commerce conversion rates should be higher than paid and organic if the brand is strong. There is usually a higher buying intent of folks coming directly to a website than through Google Ads paid media or Google organic search queries.<\/p>\n

<\/div>\n
\"conversions-google-analytics\"<\/a><\/div>\n

The other big factor that should be considered when analyzing e-commerce conversion rates is the price of the good. Higher order value products often have lower e-commerce conversion rates.<\/p>\n

As shown in\u00a0 below, this large online retailer with an average order value of $130 has a 1.27% e-commerce conversion rate That is a lower than the above online retailer who has an average order value is $780.<\/p>\n

\"conversions-google-analytics1\"<\/a><\/div>\n
<\/div>\n
When comparing\u00a0e-commerce conversion rates to others, it depends and varies widely by industry, type of product \/ price, etc. I\u2019ve included a table below which shows conversion rates by product type.<\/div>\n
<\/div>\n
\"conversion-rates-by-product-type\"<\/a><\/div>\n

If you are looking to improve e-commerce conversion rates, a redesign of the shopping cart pages to\u00a0 reduced bounce rate and increase transactions is a good place to start.<\/p>\n","protected":false},"excerpt":{"rendered":"

Increasingly, as businesses sell more online, financial folks have to understand Google Analytics E-Commerce Conversion data. It can be confusing to those who are not familiar with it. The most common e-commerce conversion rate is 1% – 2% that we … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[101],"_links":{"self":[{"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/posts\/988"}],"collection":[{"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/comments?post=988"}],"version-history":[{"count":3,"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/posts\/988\/revisions"}],"predecessor-version":[{"id":994,"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/posts\/988\/revisions\/994"}],"wp:attachment":[{"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/media?parent=988"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/categories?post=988"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.searchforecast.com\/blog\/wp-json\/wp\/v2\/tags?post=988"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}