Lots of Browsers, Few Buyers

eMarketer.com today takes a look at online conversion rates as measured by a few different analysts, including Forrester Research and E-Tailing Group.  They state, "Online merchants convert an average of 2%-3% of their site visitors into buyers."  According to their report, eMarketer Senior Analyst Jeffrey Grau says that retailers with industry-leading conversion rates are doing more than just looking at numbers. "Online retailers who go beyond using traditional Web analytics data to truly understand their customers’ intentions, perceptions and concerns will be rewarded with higher conversion rates," he says.

As we’ve witnessed, those retailers that target customers and prospects with proactive, personalized service tend to increase their conversion rates and lower shopping cart abondonment.  The key for many of these organizations is having the ability to leverage online data across channels.