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.