Channel Conversion Rates

[kchandler]

Hey Mozzers - i was hoping to have a discussion with you guys on conversion rates and would love any feedback on comparative metrics. I plan on keeping my client anonymous and feel free to do the same if you would like.

Lets start with some background. This client is an online retailer selling golf training ads, the products range from $20-40, he is based out of the US and this site is targeting consumers (B2C).

So far i have assisted him with some site analysis and setting up some pay-per-click campaigns. I feel like his site is doing pretty well conversion-wise but i have little experience with conversion metrics with ecommerce (mostly just lead generation, etc).

Here is a quick break down on channel conversion rates:

PPC: 0.8% - 1.7%
Organic: 6.8% - 15% 
Direct: 6.2% - 13%

His overall site conversion rate is between 2-3%

So my question is to you guys. Is this average, above, or below in your past experiences? Based on my research a site conversion rate of 2-3 is pretty good for ecommerce, however i felt like my PPC conversion rate is kind of low.

Thanks for the insight - Kyle

[prima-253509]

Hi Kyle,

I hope this will be helpful in gauging your sites performance, but I have a feeling that it will be hard to compare because the conversion rates change so much depending on the target audience and types of users. Anyway, here it is for what it is.

I have three sites that I currently am involved with that are in the eCommerce realm. Two of which are mostly B2B and one that is both B2B and B2C.

Our lowest performing CPC is .39% while our highest is 3.53% (varies wildly depending on site and referrer, google/bing/etc)

Our lowest performing organic is .89% while our highest is 4.55% (again same stipulations as above)

Direct 1.6% - 5.5% depending on the site.

From what I have seen (and I know we can improve) your organic numbers look really good (maybe high?). while CPC might be a little low. Your direct looks really good as well, although I find it interesting that it is below your organic.

Hope that gives some gauge for you.

[kchandler]

Joshua - thank you for the reply, it is always helpful for me to compare stats with others in the industry.

I also found it odd that the direct wasn't higher, however they domain has a great keyword in it so they benefit quite a bit from that. Other than that they have a pretty low domain authority (less than 20).