How do I grow my ecommerce conversion rate?

“How can I increase my conversion if mine is too low?”

We have been asked this question many times but the reality is that your conversion rate is a barometer of the appeal of your proposition. It is too often judged as an isolated statistic rather than being considered as a composite measure of where you are on your brand and eCommerce evolution.

The average UK retail conversion rate is reported to be 2.98%.Source. Monetate Ecommerce Quarterly Q1 2015. Some reasons which you may see a high or low conversion are:

High converting brand indicators…

• Exclusive/High appeal products
• High seasonality
• Good internal testing capability
• Strong commercial eCommerce advocate/manager
• Strong omni-channel operation and strategy
• Strong site on multi device/multi platform
• Loyal customer base
• Great service offering
• Account or rolling credit based propositions

Low converting brand indicators…

• Commodity products
• New to market brands
• Difficult user journey on site
• Poorly developed digital marketing strategy
• Store based retailers with no ecommerce function
• eCommerce a separate internal business
• Poorly developed checkout

Conversion is never the same for two retailers because we are all on different journeys with our brands, our strategy, our technology, our people and processes.

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