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By Dave Chaffey 19th February 2019

When benchmarking conversion rate, we think it’s important to explain to marketing managers that they should go beyond headline conversion rates to segment conversion by different types of visitor.

Options for segmenting conversion rate

Conversion rate gets more useful as you break it down by different types of visitors with different intent and a different relationship with the retailer. Different conversion rates and average order values can then be segmented for different audiences to understand and work to improve the quality of traffic or strength of propositions, for example:

• First time, repeat visitor or registered customer conversion
• Referring channel conversion, e.g. paid or natural search, social media, affiliates, display advertising
• Search type, e.g. paid or natural, brand, generic or long-tail
• Product category type – conversion rates are much higher for simple commodity products for example – flower purchase (double-digit percentage) compared with a higher cost product that will often be purchased in-store (for example beds or furniture which will often be less than one percent).
• Promotion type or seasonal sale