I've been working with a lot of eCommerce companies lately (mainly Shopify and Woocommerce) and the owners are ALWAYS asking why their conversion rates are so low.
"You're telling me that only 1.4% of people actually convert when they reach my store!?"
Well, for a session-based rate, yes...
BUT let's take a second to look at our own buying habits.
I don't think we would walk into a car dealership and purchase the first car a salesman talked me into right? (unless they were really charming). Why should we assume someone will come to our site and enter in their credit card information that same day?
User-based conversion rates give us a MUCH better understanding about viewing the sale of our product online to an actual person, rather than just hit on the site.
I recently read an article on GoInflow that really helped me better explain this to my clients, thought it could help you guys as well.
More Data = More Power
This is Max from the Shopify Team. Thanks for sharing this analogy! Conversion is a really complex thing that merchants need to dissect a bit more to better understand.
Some more resources I'd suggest would be:
It's also important, to consider who you are targeting and why. Early in the life of your business using channels to attract the right customers is important.
I'd be interested to hear about what else others have found helpful at different stages in their business' growth.