Every ecommerce site on the planet is trying to work out how to increase their ecommerce site’s conversation rates by tweaking the site here and there. Literally just a 1% increase in conversion rates can make a significant impact on revenue and profitability. We’ve previously written about this in a blog on Landing Pages and Conversion Rates. but we’ve never discussed the impact on conversion rates on an ecommerce site till now.
What prompted this blow was when I saw by surprise, that the Top Online Retailer by Conversion Rate for January 2009 was a food site – www.schwans.com. As you can see from the graph, Schwans Foods converted over 50% of their traffic to customers. To be considered, e-commerce sites must have had a minimum of 500K unique visitors during the month and was based on visitor conversion rates, not session conversion rates.
For those that don’t know Schwans Foods does home delivery and mail order of frozen foods and dairy products including ice creams, entrees, meats and desserts throughout American. I don’t know what Schwans Foods has done to increase their conversion rate, it’s probably not just one thing but a host of changes. It could even be promotional emails, coupons or online food advertising which has driven the sales.
If was the owner of an ecommerce site, I’d be taking a look over the Schwans foods website looking for some of the techniques which has helped them got to the number one Top Online Retailer by Conversion Rate for January 2009.
*** Updated ****
12 months later, Schwan’s Foods continues to be the leader, see Top 10 Online Retailers by Conversion Rate – January 2010