How Many Visitors to the Online
Store End Up Buying?
Out of the total number of unique visitors to an online store, the conversion rate for making a purchase is 2.2%. It means that out of 1,000 visitors to your site, 22 will end up buying something. This is your main metric for evaluating your visitor quality and website flow.
Conversion rates differ by industry:
Social traffic awakens on weekends
Social traffic is opposite of the general trend. On weekends, traffic from Facebook and Instagram is up by 25%. As the traffic rises, so does the intent of visitors who come from these channels. While on weekdays 1.3% of visitors coming from a social channel end up buying, the rate increases to 1.7% during the weekend.
Industry Check
For Lifestyle, Social Media brings more high quality traffic with 10% of visitors adding items to their cart, as opposed to Direct and Google (organic) with 7% of visitors.
Google paid has the highest conversion rate
Bringing traffic is only part of the hard work. Converting visitors into buyers is the key to building a successful store. Visitors from different channels behave differently as they come with different intent. While visitors from Google (organic or paid) arrive at your store after actively searching for something, visitors from social media usually have a much lower intent. The following benchmark will help you measure the quality of your traffic by different channels. If it’s below the average, try to test different targeting or messaging techniques. Out of the main channels, Google paid has the highest conversion rate of visitors to buyers with 2.7%. Direct traffic, by nature, brings highly engaged consumers, with a conversion rate of 2.5%. Facebook converts only 1.5% of the visitors it brings and Instagram shows the lowest conversion rate at 0.8%.