Conversion rate slips this week compared to last, Fireclick reports

The average conversion rate this week for repeat visitors to consumer electronics retail web sites was 0.90% as reported on Tuesday, down from 1.40% for last week, according to the Fireclick Index, which Fireclick Inc. is making available for free.

The index, based on the performance records of Fireclick clients and available at Index.Fireclick.com, offers performance data for six e-commerce categories: fashion-and-apparel, electronics, catalog, specialty, outdoor-and-sports, and software.

Within each of those categories, users of the index can check average performance figures on more than 10 metrics, including conversion rates for first-time visitors and for repeat visitors, cart abandonment rate, average number of pages per visit, average page display time, and conversion rates for keyword searches, e-mails and affiliates.

Other metrics displayed on Tuesday were a conversion rate for repeat visitors at fashion and apparel sites of 2.2%, down from last week’s average of 4.5%, and a cart abandonment rate of 68.4%, up from last week’s average of 53.6%.

For outdoor and sports retailers, this week’s average conversion rate for repeat visitors was 0.60% as reported on Tuesday, down from last week’s average of 1.5%, and the average cart abandonment rate reported on Tuesday was 72.9%, down from last week’s 59.8%.

The free index is a subset of the full index Fireclick provides to its clients. Fireclick is a unit of e-commerce platform provider Digital River Inc.