RE: UKNM: Cost of bringing in visitors

[Robin Edwards]

Seen >20% on high traffic retail B2C, but then that is my job! I did speak

to one very large entertainment retailer who said if they could reach 1% he

would be a happy man. Someone recently told me Amazon achieves 9%, but that

sounds a bit high given my completely non-technical research of asking

friends and colleagues who buys from Amazon versus just browsing and then

buying cheaper elsewhere.


There is also the factor of repeat purchasers, which certainly affects the

numbers as you would hope that your repeat visitors are more likely to buy

than those who are coming to you for the first time.


The comment earlier about margins and lifetime value of the customer is

clearly of serious significance when planning the marketing.


Robin


--

Robin Edwards

Clockworx

T: +44 1543 252370           F: +44 1543 420761

E:

robinclockworx [dot] co [dot] uk

   W: http://www.clockworx.com/ W2:

http://www.shopworx.net/


> -----Original Message-----

>

From: ownerchinwag [dot] com [ownerchinwag [dot] com]On">mailto:ownerchinwag [dot] com]On Behalf Of Melanie

> BEECH

> Sent: 09 January 2001 15:28

>

To: uknmchinwag [dot] com

> Subject: RE: UKNM: Cost of bringing in visitors

>

>

> > Your doing better than average if your hitting a 2% conversion rate.

>

> In that case I shall feel very smug indeed, as one of our clients has

> averaged a conversion of 4.65% since relaunching in 1999 and has, for the

> last 4 months of 2000, had an average conversion rate of 6.59%.

>

> However, IMHO, this is all a little piece of string-ish:  it depends very

> much on the type of site, market sector, how you are marketing it, where

> your referrals come from, etc.  The above stats are for a cultural venue

> selling tickets to events, so market conditions are clearly different from

> those of the average retail site.

>

> Anyone else got some concrete examples for different types of site?  We

> could try and establish some averages of our own for different sectors.

>

> m



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