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

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