The average e-commerce conversion rate is a key indicator for measuring the effectiveness of a site in transforming its visitors into customers.
But what does it mean in concrete terms? How is it calculated? And above all, how can it be improved?
Let's find out together!
A conversion represents the desired action that a visitor takes on your website.
In the context of e-commerce, this is generally a purchase.
However, it can also include other actions, such as subscribing to a newsletter, downloading a resource, adding to the shopping basket, etc.
Clearly identifying your conversion objectives is crucial for measuring the performance of your site.
The conversion rate measures the percentage of visitors who carry out this key action.
It tells you whether your e-commerce site is effectively turning its visitors into customers... or whether, on the contrary, they leave without buying.
Calculating your conversion rate is simple:
Conversion rate = (Number of conversions / Total number of visits) x 100
For example, if your online shop received 5,000 visitors in one month and made 150 sales, the calculation would be:
(150 / 5,000) x 100 = 3%
Which means that 3% of your visitors made a purchase.
Pretty clear, isn't it? The higher this rate, the better your shop is performing.
Why is it so important? Because it has a direct impact on your turnover!
A low conversion rate means that you are losing potential customers along the way.
A high rate, on the other hand, shows that your site is optimised for sales.
This KPI is closely linked to acquisition and loyalty.
Because yes, attracting traffic is good, but converting these visitors into buyers is even better.
It also fits into a broader vision with other key indicators, such as:
The average e-commerce conversion rate varies by sector.
According to Shopify, it is generally between 2.5% and 3%.
But beware, this figure is only an average!
Some sectors perform better than others. For example:
| Secteur | Taux d The differences between desktop and mobile are another important point. Conversion rates on computers are often higher than on smartphones, although this gap is narrowing as mobile interfaces improve. Finally, a high conversion rate does not always mean that your business is profitable. If your acquisition costs are too high or your margins are too low, the sales volume will not be enough. This indicator should therefore always be analysed in parallel with other financial metrics. The 8 factors that influence the e-commerce conversion rateNow that we have understood the main points, let's get down to business: how can you improve your conversion rate? Here are the 8 levers that have the most impact:
The user experienceA slow, poorly structured and unintuitive site is a guaranteed disaster. Good UX design and a fast site are essential to boost conversion.
The quality of product pages and visualsYou don't buy a product if the description is vague or the images are blurry, do you? Neither do your visitors.
We shed more light on how to write a product page that converts with our article How to write an effective product page? The fluidity of the purchase tunnelEvery extra click means one less sale.
The impact of marketing and promotionsGood marketing can work wonders:
Loyalty and reward programsA loyal customer buys more often and with a higher basket. Loyalty programs boost retention and therefore... the conversion rate. A concrete case? One of our customers, So'Cup, has integrated a loyalty program on its payment page with Loyoly. Customers can see their loyalty points in real time, can use rewards and are encouraged to get more involved in the program.  The source of trafficNot all visitors are the same and each source of traffic brings you a more or less qualified visitor. The organic traffic generated by blogs attracts visitors who are already interested in your field or your products, making it a source of qualified traffic with high conversion potential. On the other hand, online advertising, although effective in generating volume, can result in a lower conversion rate, as the visitors did not necessarily have the initial intention of visiting your site. Social media, on the other hand, can be powerful sales levers, but their effectiveness depends on the sector. Fashion, beauty and decoration, for example, lend themselves particularly well to platforms such as Instagram, TikTok and Pinterest, where the visual aspect directly influences purchasing decisions. Customer referrals are a powerful strategy for attracting qualified buyers. Why? Because a recommendation from someone close to you inspires much more confidence than a traditional advertisement. We give you 15 examples of successful referral programs. Pssst... You might find this interesting! Referral programs are strategic for your brand, and we can probably help. Check out our platform! The priceA site that sells expensive products will inevitably have a lower conversion rate. This is normal because the higher the price, the longer the reflection. But that doesn't mean you should lower your prices! Good pricing and effective communication are enough to compensate. The type of purchaseSome types of purchases convert less well than others. Subscriptions, for example, often have a lower conversion rate because the long-term commitment slows down the decision. But a good loyalty and reassurance strategy can make all the difference. How to improve your e-commerce conversion rate in 7 tipsThe average e-commerce conversion rate is not fixed. It evolves according to many factors: site optimisation, quality of traffic, user experience, etc. Before trying to improve it, it is essential to calculate it precisely and to monitor it regularly. Optimising a conversion rate without measuring the results would be like flying blind. Ideally, this indicator should be analysed every week or every month, and after each marketing campaign, to assess its impact. Let's get down to action now. Here are the essential levers for increasing the conversion of your e-commerce site.  Optimise SEO and SEA to attract qualified trafficThe first key element in increasing your average conversion rate for your e-commerce site? Attracting qualified visitors. No matter how beautiful your site is, if the right people don't visit it, the conversion will remain low. Good SEO allows you to capture qualified traffic, i.e. visitors who are actively looking for your products. This means targeting your keywords carefully and structuring your content according to search intentions. SEA (paid advertising) is an effective way to generate immediate conversions. But beware: a poorly targeted campaign risks attracting uninterested visitors, which will reduce your conversion rate. Personalising the user experienceEvery visitor is unique. Offering them a personalised experience can considerably increase conversion. How can you do this?
Reduce the rate of shopping basket abandonmentAh, shopping basket abandonment... A real headache for e-merchants. The good news is that there are several solutions to remedy it.
Set up an effective loyalty programDid you know that building customer loyalty costs less than acquiring a new one? A good loyalty program not only improves retention, but also the conversion rate. A well-designed rewards program encourages customers to buy more often and spend more. For example, Loyoly allows brands to reward their customers for their purchases, their opinions or even their referrals. Discover how our loyalty solution can be adapted to your shop to boost its performance. Improve customer relations to boost conversionResponsive and efficient customer service can make all the difference. Is a visitor hesitating? A chatbot can clear up their doubts in a matter of seconds.
Develop a message that promotes your productIf your visitors don't immediately understand the added value of your product, they won't buy it.
Test and analyse for continuous improvementOptimising your average e-commerce conversion rate is a never-ending process. You have to constantly test, analyse and adjust.
The e-commerce conversion rate is constantly optimisedThe e-commerce conversion rate is not a fixed figure. It evolves according to your site, your audience and the adjustments you make. There is no miracle recipe, but certain strategies have proven their worth: a fluid purchasing journey, a simplified checkout, engaging product pages, an optimised user experience, and of course, an effective loyalty program to encourage engagement and repeat purchases. But beware, monitoring your conversion rate once in a while is not enough. It must be calculated regularly, at least weekly or monthly, and especially after each marketing campaign to measure its impact. Ultimately, optimising the conversion rate is a lot of work, but every improvement, no matter how small, can make a real difference to your sales and profitability. Recommended for you👇 Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.  |
|---|
