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May 18th, 2005, 03:56 PM #1What clickthrough conversion is good?
What I mean is, in everyone's opinion, at what percentage are your clickthrough to conversions considered low, average, above average, and high? I am having a hard time figuring this out. For example, on one network, one of my sites since January 1 has had 7,167 clickthroughs, which only turned 434 sales (although many sales are multiple items, but that's besides the point here). So my percentage rate is 1.73%. To me this is very low, but I have seen other similar stats mentioned on here favorably, so I want to get a very clear picture of what I should look for - what I should pat myself on the back for - and what I should kick my self in the arse over.
I'm hoping some of you experienced veterans will offer me the benefit of your expertise.
Thank you all for your help!~Lisa - Brilliant Mastermind, or Nut? You decide!
May 19th, 2005, 11:29 PM #2
- Join Date
- January 17th, 2005
- Neyland Stadium West
I don't think it's possible to have a meaningful rate that generalizes across the board. Too many variables are involved to say that X% conversion rate is good or bad. A simple example:
1 conversion = $20 profit
targeted traffic costs $1 per click and yields a 5% conversion rate; spend $100, make 5 sales & $100 income
non targeted traffic costs $0.05 per click and yields a 1% conversion rate; spend $100, make 20 sales & $400 income
So a 1% conversion rate seems pretty good and a 5% conersion rate stinks? I think the bottom line is that you gotta be comfortable with the ROI that you get and then the conversion rate doesn't really matter.
May 20th, 2005, 05:38 AM #3
- Join Date
- January 18th, 2005
- St Clair Shores MI.
I have one merchant who has averaged 1 sale for every 20 clicks on just general SE traffic for over 5 years straight. All their affiliate traffic does better. Their Amazon store averages 1 sale per 9 product views. Due to forced click fraud Overture averages 1 sale per 36 click. Google Adwords runs 1/19. This would be considered by all as a high conversion ratio.
Basically a merchant isn't ready for an affiliate program till their site converts at a steady 1/150 click basis. Many merchants come to ABW to recruit active affiliates knowing they can do 1/100 on showcase targeted links and physical clicks. Many more come to ABW, or don't come to ABW knowing they can't average 1 sale per 500 clicks (or worse) due to shady BHO partnerships, cookie washing e-mail campaigns, diversion tricks and faulty sporatic network sales reporting.
I'd never consider taking on a AM job for a merchant client who could average 1 sale per 150 clicks from general traffic. Crappy converting merchants seeking higher conversion ratios turn to couponers and BHO incenters as they know a normal non-incentive affiliate is dead in the water for earning any real money.Webmaster's... Mike and Charlie
"What have you done today to put real value into a referral click...from a shoppers viewpoint!"
May 29th, 2005, 03:27 AM #4
- Join Date
- January 18th, 2005
- Los Angeles
Thanks for asking this Lisa, I'm just going through trying to analyze and see if the way I do sites is worth the amount of effort and a fair investment of time, or whether there should be changes and do them differently.
I kind of look at it as a two step process. How many impressions = how many clicks? That's one figure I'd like to know what's good, back or middlin' for on my end.
Then for so many clicks, how many sales? I think that might have been answered, though I've also heard that 1 sale for 100 clickthroughs is OK but I'm still not clear.
But how about even without sales, since some things/products/price ranges would convert differently. Wouldn't percentage of clicks for impressions tell something about the effectivenes of the site, whether a page was ok or needed improvement? And then clicks to sales tell more about the product line or the particular merchant?
What is considered a decent impression to click percentage?
What's considered a decent click to sales percentage?
May 29th, 2005, 07:10 AM #5
It really depends. Some people are happy with a 1% conversion ratio. I have some merchants for which I get over a 30% conversion ratio. That's from extremely targeted traffic and a very good value proposition for the buyer.
Some would say that a conversion ratio under 1% is not acceptable. That's not necessarily true. High ticket items don't convert as well. Back in December, Overstock.com was selling Franck Muller watches. They were paying a $200 bonus for each watch sold, plus a commission that averaged about $400. (These were really expensive watches!) If you could get a 0.2% conversion ratio with these, that's still over $1 per click. (BTW, I had better than a 1% conversion ratio with these!)
Across all of my merchants, I average about a 5% conversion ratio. As I said before, some are 30% or better. Some are well below 1%.
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