Luxury e-commerce in 2017: A user experience index
Did you know online sales represented 6% of the global luxury market for personal goods in 2014? Luxury e-commerce [...]
Capitaine Commerce has recently published their French e-commerce conversion barometer for 2016. More than 400 e-merchants answered to their survey about conversion metrics. Among other interesting conclusions, the report highlights the average conversion rates by sector (ratio between the number of transactions and the number of unique visitors.) The average conversion rate for all domains is 3%, with great differences between industries.
Now, what can these figures help us with? Of course, they are only averages, and there are a lot of variables that are not taken into account. If a business is very specific, or if the products sold are much cheaper or much more expensive than the average, or the number of competitors on the market… the results could be less meaningful. But still: it helps to know how a website is performing compared to others in the same industry. For example, if your website didn’t reach objectives in 2016, it can help identify the issue to know if others in the industry met the same situation. If they did, then there is not much to do on the website itself (rather analyze market, demand, etc.) But if they didn’t, then it’s time for analysis and adjustments, to try and understand why your website couldn’t be as performing as others.
A few actionable ideas: