This can be measured better by determining out of how many people you are reaching online (through your website, social channels, email etc.) are actually deciding to come to your site or store and make a purchase. This platform has gotten 30% more in store sales generated from online conversion via geolocation and intelligent offers. Here is an original post answered to What are the best converting online retailers doing?
About 1.5–3.5% is normal online, but really good retailers can convert at 8–12% online, with in-store traffic converting at 15%–30%. Here is an original post explaining how to achieve this.
The best converting online retailers are actually the omnichannel retailers who can offer convenience, speed, and accessibility. Before I dive into this though, the part of online conversion, and getting the highest online conversion rates comes after understanding the essentials of “customer service design” and how to automate this. Good online retailers make themselves great by understanding their customers, delivering personalized messaging, and being wherever the customers needs them to be.
Retail has evolved so much now, with far more competition than ever before. To combat this, even online-only retailers (Amazon, Birchbox, Google etc.) are opening up a physical presence. This combined with evolving and ever-complex supply chains, have forced a serious shift in how efficiently things are handled. All this complicated back-end stuff makes the whole customer experience far better when they go to buy something from you, online or offline.
There are a ton of other really nitty gritty details I have left out, because I feel it would require a whole book to explain, but this is really what it comes down to. Making sure these things are in place, gives you a leg up, and ensures you have the right system in place to make it all happen. For more information on implementing and looking through the numbers of efficient systems check out the Orkiv Blog