How The Top 10 E-Commerce Sites Close Sales - InformationWeek
IoT
IoT
Mobile // Mobile Applications
Commentary
4/19/2010
01:46 PM
50%
50%

How The Top 10 E-Commerce Sites Close Sales

New data and a free eBook about the leading e-commerce sites delves into how the most successful sites keep their conversion rates higher than Amazon.com

New data and a free eBook about the leading e-commerce sites delves into how the most successful sites keep their conversion rates higher than Amazon.comIt's obvious, that closing deals is crucial to business survival. For high-touch deals, there's as much alchemy to it as science. By contract, with e-commerce there's not much that's hidden behind the curtain. For businesses relying on an e-commerce site to generate revenue, boosting conversion rate is everything and the obvious place to look for models is other e-commerce sites that are successful.

  1. Research just out from Nielsen and the online shopping cart recovery service SeeWhy, makes it easy to go look at some top performing examples. Based on six months of Nielsen data June 2009-November 2009), the SeeWhy rankings review websites with at least five million unique visitors per month. The conversion rate in these rankings is based upon the ration of site visitors to purchasers in a given session. Here's the top 10:
  2. Schwans (food) 41.7%
  3. ProFlowers (flowers) 26.5%
  4. Vitacost.com (health and nutrition) 24.0%
  5. Woman Within (catalog/clothing) 22.4%
  6. Blair.com (catalog/clothing) 20.5%
  7. Lands End (catalog/clothing) 19.5%
  8. DrsFosterSmith.com (pet supplies) 18.6%
  9. Office Depot (office) 18.4%
  10. Roamans (catalog/clothing) 18.4%
  11. QVC (jewelry) 18.3%

For comparison sake consider that Amazon has a conversion of 16.5% based upon this measurement methodology. Commenting on the data, SeeWhy founder and chief strategy officer Charles Nicholls said, E-commerce teams have an understandable fascination with the top 10 converting websites. As a group, the top 10 convert approximately 10 times more visitors than most e-commerce websites. Unexpectedly, four out of the top five converting websites force a full registration before purchase. This flies in the face of conventional wisdom which suggests that a full registration reduces your website conversion rate. Rather, the top 10 focus on capturing visitor details up front and building a relationship spanning many years of repeat sales.

Simply taking a tour of these sites to examine the purchasing flow is a good start in replicating their success, but it helps to have some analysis of what is working for them. Conveniently, SeeWhy has done the legwork on that. The key pattern the firm identified was a focus on facilitating a lifetime of transactions rather than the initial sale. Other observations include:

  • 9 out of the 10 have a catalog
  • 9 out of the 10 do not offer free shipping
  • 8 out of 10 offer a simple sign up on their home page
  • 4 out of the top 5 force a full registration before a first purchase
  • 10 out of 10 use remarketing
  • 9 out of 10 offer a 1-800 number on their homepage

SeeWhy is offering more analysis and observations about this data in form of a free eBook available today (registration is required). Visit SeeWhy for more information or a copy of Lessons Learned from the Top 10 Converting Websites.

Don't Miss:


Follow Benjamin Tomkins on Twitter @http://twitter.com/benjamintomkins Follow InformationWeek SMB on Twitter @http://twitter.com/infoweeksmb Get InformationWeek SMB on your mobile device @http://mobile.bmighty.com

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll