Geography can play a big role in influencing e-commerce performance measurements such as conversion rate and average order value (AOV), according to a report by Monetate, which analyzed a random sample of more than 100 million online shopping experiences for the third quarter of 2012.
In the US, for example, none of the top five states that drive the most traffic to leading e-commerce websites (California, New York, Texas, Florida, and Pennsylvania) have the highest conversion rates.
California accounts for the plurality of e-commerce traffic in the US (13.47%), followed by New York (8.14%), Texas (6.63%), Florida (5.58%), and Pennsylvania (5.35%).
At the bottom of the list in traffic volume are Vermont (0.24%), Alaska (0.21%), North Dakota (0.19%), South Dakota (0.18%), and Wyoming (0.15%).
However, California, which drives the most amount of traffic, converts at only 2.89%.
Traffic from Wyoming converts the highest, at 5.02%, followed by traffic from North Dakota (4.61%), Montana (4.49), West Virginia (4.39%), and South Dakota (4.20%):