Question

Topic: Research/Metrics

Ecommerce Benchmarks

Posted by Anonymous on 10/11/2006 at 10:11 AM ET 250 Points
Does anyone know of any benchmarks for sales and margin per impression within the retail industry? If industry-specific figures aren't available, are there any general benchmarks?
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  • Posted by Harry Hallman on 10/11/2006 at 12:57 PM Accepted
    I am not sure about sales per impression but Internet Retailer publishes a directory where you can learn about the top 400 online retailers.

    For instance JC Penny has 12.8 million visits per month. The conversion rate is 3.5% and the avaerage sale is $150.

    Every retailer has different margins so you have to apply that yourself. I guess you could try to determine how many impressions where made via the ads you run, but who cares really. The visit rate and conversion rate is the most important here.
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