I was astonished recently to read the impressive conversion rates of the top 10 retailers in the US as regards conversion which Nielsen/Netratings offers periodically.
I find the figures fairly surprising, and in spite of being unable to find out what methodology is being used, I feel faint stirrings of doubt, because?
- If we look at the data published in February 2005, only eBay and Proflowers appear again. I am surprised to see that eBay has conversion rates of over 12-14%, seeing the element of fun and the auction logic which makes thousands of users enter eBay daily without necessarily ending up buying something.
- If we check the averages of conversions among the 500 largest retailers, it is surprising to see how, in categories like foodstuffs, there are no players among the top 10.
- If we analyse the best 3 flower shops in detail, it is difficult to justify the conversion gap between them: 1800flowers (27.3%), Proflowers (19.2%) and FTD (14.2%), precisely the best 3 positioned using the word ?flowers? in Google. All three follow a very similar pricing strategy and shopping experience.
However, it is a good idea to take a little time to analyse each of the stores, in particular the flower stores, which remind us how important it is to:
- Have a really effective product classification, allowing us to search for flowers by occasion, type of flower or plant, price or colour.
- See the product file as a launch-pad to advance towards checkout.
Present an exquisite check-out process, all along the way.