Digital Marketing Manager at Halfords
28 June 2010 11:58am
A little benchmarking excercise. The site I'm currently working on see's just 11% of visitors "add to cart" (total number of add to carts/total number of visitors).
In your experience is this high or low?
Your thoughts please!
E-Business Consultant at Dan Barker
06 July 2010 17:35pm
hi, Andrew, how are you?
The sad, bitter, brutal truth is that the only thing that matters is increasing the number. The number itself is fairly meaningless as a benchmark against other sites, as there are at least 100 variables that separate your site from its competitors, any of which will have an impact on add to cart rate. There's no way of saying whether your 11% is high or low, as it is quite specific to your site & how you're marketing it.
There are dozens of ways to increase the number, but one very nice one is to find out which of your products have the highest, which have the lowest. Ditch/fix the low ones. Emulate/promote the high ones.
Does that help in any way?
07 July 2010 10:53am
In answer to your question - does it help - yes and no. Unfortunately it's always a case of 'how longs a piece of string' with comparing websites as no two sites are the same BUT... I did want to get a bit of a feel of what others saw (on retail sites specifically).
After a little research I found an article suggesting 4% is pretty average (which strangely enough is the number we hit this month after adding a bit more traffic).
Thanks for your suggestion on identifying the lowest add to cart pages. I'll shortlly be testing this and I already have a few 'criminal' pages in mind ;)
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