Executive Briefings

Conversion, Add-to-Cart Rates Drop Despite Growth in E-commerce Sales

While e-commerce sales have been growing, year-to-year declines in conversion and add-to-cart rates are continuing. Retailers need to pay greater attention to personalization and relevant product recommendations to combat these declines and ensure that they remain successful.

Except for a brief increase during the 2014 holiday season, these two key performance metrics have been dropping steadily year over year, according to Monetate's most recent global e-commerce quarterly report. The data is based on more than 7 billion online shopping experiences.

For example, conversion rates dropped from 2.51 percent in the first quarter of 2014 to 2.32 percent in the first quarter of 2015, Monetate said in a statement. Except for stronger performances from tablets among devices, and from social media traffic, conversion rates have declined overall during the last five quarters. Meanwhile, average order values dropped slightly from $125.15 in the first quarter of 2014 to $122.65 in the first quarter of 2015.

Read Full Article

Except for a brief increase during the 2014 holiday season, these two key performance metrics have been dropping steadily year over year, according to Monetate's most recent global e-commerce quarterly report. The data is based on more than 7 billion online shopping experiences.

For example, conversion rates dropped from 2.51 percent in the first quarter of 2014 to 2.32 percent in the first quarter of 2015, Monetate said in a statement. Except for stronger performances from tablets among devices, and from social media traffic, conversion rates have declined overall during the last five quarters. Meanwhile, average order values dropped slightly from $125.15 in the first quarter of 2014 to $122.65 in the first quarter of 2015.

Read Full Article