Understanding Jewelry ECommerce Data #2: Sales Conversion Rate

 

By Mike Hauben

Editor

Questions? mike@haubenmedia.com

 

 

My article last week was the first in this series of learning how to read and understand e-commerce data for jewelers.

Today I’m going to cover another very important stat for jewelry marketers to understand: Sales Conversion Rate.

Essentially, this stat tells you the number of sales you’re getting over time against how many users are coming to your website.

This is an important metric. It’s easy to get excited about metrics like “clicks” and “visitors”. However, if those clicks aren’t turning into sales then it doesn’t really matter, right?

 

Calculating Your Sales Conversion Rate

 

To determine your sales conversion rate:

Number Of Sales X Total Number Of Users

 

Improving Your Sales Conversion Rate

 

One way to increase your sales conversion rate is to improve the checkout experience. In fact, over half of abandoned carts happen on the checkout page.

So what makes a poor checkout experience, and how can we improve it?

E-Commerce Nation gives a really nice breakdown here examining why cart abandonment rates are at around 70%. The biggest reasons for cart abandonment was

1 – Extra Costs on checkout (taxes, expensive shipping, etc)
2 – Site required visitor to create an account (huge headache for visitors who just want to shop and get off your site)
3- Long/complicated checkout process