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3% conversion rate. Jackpot! Right?

Not so fast. Your conversion rate depends a lot on where your traffic is coming from and how well your audience knows you.
An overall conversion rate of 3% is generally pretty good, above average at least. If you converting your Google and Facebook traffic at 3%, cheers! You’re crushing it. If you’re converting your email traffic at 3%, meh. You could do better. Checkout the metrics below to see benchmark metrics for ecommerce conversion rate by channel. If you’re asking, “What’s a good conversion rate?” You should be asking, “What’s a good conversion rate for email? Or Google Search ads? Or Mobile traffic? Or First time visitors? Let’s take a closer look.

2.46%

Average conversion rate across all devices, operating systems and channels.

CONVERSION RATE BY DEVICE

(average across channels)

CONVERSION RATE BY OPERATING SYSTEM

Windows on desktop devices enjoy the highest conversion rate at 3.8%. 

Email is still king across different channels with a 3.84% conversion rate.

CONVERSION RATE BY CHANNELS
CategoryMetricBenchmark
AllTotal (average across channels)2.5%1
AllSite Traffic to Product View Rate43.8%1
AllEntire Site to Add To Cart Rate10.0%1
AllCart To Order Complete25.0%1
AllCart to Checkout Rate31%1
AllCheckout to Order Complete Rate66%1
Device TypeDesktop (average across channels2.5%1
Device TypeMobile (average across channels)1.7%1
Device TypeTablet (average across channels)3.2%1
Operating SystemMac2.7%
Operating SystemWindows2.8%
Operating SystemiOS1.9%
Operating SystemAndroid1.9%
ChannelDirect2.5%2
ChannelOrganic Search2.1%2
ChannelGoogle Ads (not limited to search)1.6%2
ChannelFacebook Ads1.1%2
ChannelEmail4.0%2
ChannelSocial0.7%
ChannelReferral3.6%

1. As of Q3 2020. Source: Monetate eCommerce Quarterly Report https://kibocommerce.com/resource-center/q3-2020-ecommerce-quarterly-benchmarks/
2. Source: eComm Benchmarks blended rate across multiple sources

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