Check out this infographic from GetElastic. Although I do have a few comments:
- I’m surprised that the average conversion rate is only 2.13%. In my experience it’s closer to 4% , and sometimes as good as 6% depending on what I’m selling. I wonder where they got that specific factoid from? It’s a benchmark number that many people are searching for and I’ve never seen an “industry accepted” number.
- The “features that influence buying decisions” may not apply to your store, with that particular weighting. It’s worth checking whether free shipping, for example, is something that influences your buyers. If shipping is only a few dollars because you’re selling paper gifts then free shipping is unlikely to be the biggest motivator!
- The “21 steps” section certainly lists out all the common page components that customers expect to see on a product page. Points 19 and 20 will have a significant impact on your conversion rate. I don’t know why trustmarks are so often only placed in the footer of online stores. Move ‘em up!