From Click To Conversion: Who's Best At Driving Closings Per Email

Is your ecommerce conversion rate tanking? It may be that you’re not following best practices. Or you could be in the wrong business, judging by Ecommerce Conversion Rates By Industry (And 3 Way to Increase Them), a study by Campaign Monitor, shared by Sailthru. 

Here are the average conversion rates by industry. We list them in order of the numbers, not alphabetically as the report presents them:  

  1. Arts and Crafts — 4.01%
  2. Electrical and Commercial Equipment — 2.70%
  3. Sports and Recreation — 2.51%
  4. Health and Wellbeing — 2.02%
  5. Pet Care — 1.61%
  6. Home Accessories and Giftware — 1.46%
  7. Kitchen and Home Appliances — 1.46%
  8. Agricultural Supplies — 1.41%
  9. Fashion Clothing and Accessories — 1.41%
  10. Cars and Motorcycles — 1.36%
  11. Food and Beverages — 0.90%
  12. Baby and Child — 0.71%
This shouldn’t be seen as proof that some industries are bad at ecommerce. Each sector has its own sales process and journey, and attributions may differ. The path to a big-ticket purchase may take some time. 



And the low Baby and Child ranking is not surprising: Parents may be reluctant to share personal details online.

Conversion occurs when a consumer clicks a link in an email or social media post an completes a purchase. Here’s how you figure it out: 

“To calculate a conversion, simply take the total number of purchases made and divide that by the total number of emails sent,” the report states. Finally, you’ll want to multiply that number by 100 to give you a true percentage.” 

Here’s what to do if you’ve noticed a decline in your conversions, according to Sailthru:

  • Consider your audience — That means studying where your customers are spending their time online. Note: Most people prefer to receive content via email, not through social media.
  • Reconsider your CTAs — You can’t expect people if you’re not providing meaningful calls to action. Here’s the secret to successful email CTAs:
  • Encourage people to take action — don’t demand it. 
  • Start A/B Testing — Don’t waste time sending sub-par content — test your email messaging first. It works like this: Send one version of your content to one part of your list, and a second version to another sampling--the one that performs best is the would you should use. And that’s true for both email and social media.

The numbers are based on conversion activity in 2019.

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