Conversion Rates: The Key to Profitability

Retail web sites exist to make sales and book profits. And one of the key elements in determining whether the site is financially successful is the conversion rate—the percentage of visits to a retail web site that result in a sale. Surprisingly, many retailers don't know their web site's conversion rates. And even if they do know it, they have nothing to compare themselves to. This session will feature new and proprietary research into conversion rates based on interviews with dozens of online retailers, analysis of their results and ongoing collection of conversion rate data. Lauren Freedman, President of the consulting firm the e-tailing group inc., will present conversion rate benchmarks e-retailers should strive to meet and analyze long-term trends in the industry's conversion rates. She will also help e-retailers understand the importance of conversion rates and how they can use benchmarking to improve their own sales-to-visits ratio.