June 16, 2009, 12:00 AM

Online florist Proflowers.com has highest retail conversion rate in April

Conversions at Proflowers.com lead at 42.8% for the month, followed by Vitacost at 29.9% and Office Depot at 25.9%.

Online florist ProFlowers.com was the top-converting retail web site in April with a conversion rate of 42.8%, according to the Nielsen Online Mega View report. At an average of $261.90, computer hardware was the category with the highest average order size for the month. The report is a regular analysis of e-commerce trends. The sites tracked by Nielsen Online with at least 500,000 unique visitors during April that had the highest conversion rates were:

  • Proflowers.com, 42.8%
  • Vitacost.com, 28.9%
  • Office Depot, 25.9%
  • Metrostyle, 25.5%
  • Woman Within, 23.0%
  • Schwan’s, 21.1%
  • 1800Flowers.com, 20.8%
  • CDW, 20.8%
  • Lands End, 18.8%
  • DrsFosterSmith.com, 18.3%

According to Nielsen Online, the product categories with the highest average order size were:

  • Computer Hardware, $261.90
  • Automotive, $186.49
  • Event & Movie Tickets, $169.89
  • Consumer Electronics, $120.13
  • Sporting Goods & Outdoor Activities, $110.19
  • Office Supplies, $75.16
  • Food & Beverage, $70.72
  • Home & Garden, $65.85
  • Child/Baby Care, $65.42
  • Apparel & Accessories, $62.88

In April, the most-visited sites by category, based on purchases, reporting the number of purchases and the number of customers, in thousands, included:

Apparel and accessories

  • eBay, 2,666; 1,249
  • Victoria’s Secret, 579; 494
  • JC Penney, 565; 474
  • Woman Within, 470; 385
  • Lands’ End, 432; 376

DVD/video

  • Amazon, 1848; 1,446
  • eBay, 609; 378
  • DirectGroup Bertelsmann, 462; 350
  • Best Buy, 81; 68
  • Wal-Mart Stores, 66; 56

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