Online conversion rates of e-commerce sites were the highest in the beauty & skincare sector, at three percent in the first quarter of 2025. Food & beverage followed, with a 2.5 percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at 1.7 percent. How does conversion vary by region and device? The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since at least 2023, e-commerce sites have consistently recorded higher conversion rates among shoppers in Great Britain compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops. Online shopping cart abandonment on the rise Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than 70 percent in 2025, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. In 2024, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.

According to a study focusing on travel and hospitality websites worldwide, desktop users recorded a higher average conversion rate than mobile users in that market in 2024. That year, while the conversion rate from desktop was almost *** percent, just *** percent of visitors who accessed travel websites via mobile finalized their booking. That said, mobiles generated the highest traffic share of travel and hospitality websites worldwide in 2024.

Websites that display reviews from other users encourage shoppers to complete their purchases. According to a 2022 global study, sites selling home appliances and electronics that display ratings and reviews increased conversion rates by ** percent. Likewise, online clothing stores saw conversion rates increase by ** percent. However, the musical instruments niche saw the most striking change. Through impressions from online reviews, conversion rates rose by more than ** percent.

During the first quarter of 2025, *** percent of visits to e-commerce websites in the UK converted to purchases. In Switzerland, online shopper conversion rates stood at *** percent. Mobile takes over e-shopping Online shopping has long since established itself as an everyday activity of online life – this holds for both desktop and mobile. As of the fourth quarter of 2024, more than three-quarters of retail site visits worldwide came from smartphones and generated about two-thirds of online shopping orders. Based on mobile retail performance growth, it is only a matter of time before mobile overtakes desktop in revenue generation.

The themes in this article were originally featured on Trends.co. There is a reason our team is never quick to recommend an in-depth competitive analysis as a part of the research process. Let me explain. As ecommerce conversion rate strategists, we offer data-backed testing ideas for your website. These concepts are born from qualitative and […]

Are you interested in seeing a live ecommerce website conversion-focused teardown? Then you won’t want to miss this webinar. Watch as we apply our conversion insights from over nine years of conversion optimization to ecommerce websites. We’ll take a look at common ecommerce conversion roadblocks typically found on home pages, product pages, and more, and […]

In Colombia, the average percentage of visits to an online store converting into purchases in 2022 was 1.05 percent, indicating a decrease compared to the previous year's e-commerce conversion rate of 1.24 percent. When analyzing this indicator on a monthly basis in 2022, the conversion rate exceeded the annual average in March, April, June, October, November, and December.

User-centered Optimization Practices Average ROI Improved Website Performance Ongoing Strategic Advisement A general practitioner isn’t going to solve your digital experience challenges. You need a team of experts to diagnose and prescribe a solution. Every Digital Experience Optimization Program™ starts with an introductory call to see if it’s a good mutual fit. Let’s talk!

In the second quarter of 2021, the conversion rate among U.S. online shoppers was the highest out of all surveyed periods at 2.6 percent. In the same quarter of the following year, approximately 2.3 percent of visits to e-commerce websites in the North American country converted to purchases. Looking at the conversion rate by device, computers were still ahead of tablets and mobiles.

Context

An education company named X Education sells online courses to industry professionals. On any given day, many professionals who are interested in the courses land on their website and browse for courses.

The company markets its courses on several websites and search engines like Google. Once these people land on the website, they might browse the courses or fill up a form for the course or watch some videos. When these people fill up a form providing their email address or phone number, they are classified to be a lead. Moreover, the company also gets leads through past referrals. Once these leads are acquired, employees from the sales team start making calls, writing emails, etc. Through this process, some of the leads get converted while most do not. The typical lead conversion rate at X education is around 30%.

Now, although X Education gets a lot of leads, its lead conversion rate is very poor. For example, if, say, they acquire 100 leads in a day, only about 30 of them are converted. To make this process more efficient, the company wishes to identify the most potential leads, also known as ‘Hot Leads’. If they successfully identify this set of leads, the lead conversion rate should go up as the sales team will now be focusing more on communicating with the potential leads rather than making calls to everyone.

There are a lot of leads generated in the initial stage (top) but only a few of them come out as paying customers from the bottom. In the middle stage, you need to nurture the potential leads well (i.e. educating the leads about the product, constantly communicating, etc. ) in order to get a higher lead conversion.

X Education wants to select the most promising leads, i.e. the leads that are most likely to convert into paying customers. The company requires you to build a model wherein you need to assign a lead score to each of the leads such that the customers with higher lead score h have a higher conversion chance and the customers with lower lead score have a lower conversion chance. The CEO, in particular, has given a ballpark of the target lead conversion rate to be around 80%.

Content

Variables Description * Prospect ID - A unique ID with which the customer is identified. * Lead Number - A lead number assigned to each lead procured. * Lead Origin - The origin identifier with which the customer was identified to be a lead. Includes API, Landing Page Submission, etc. * Lead Source - The source of the lead. Includes Google, Organic Search, Olark Chat, etc. * Do Not Email -An indicator variable selected by the customer wherein they select whether of not they want to be emailed about the course or not. * Do Not Call - An indicator variable selected by the customer wherein they select whether of not they want to be called about the course or not. * Converted - The target variable. Indicates whether a lead has been successfully converted or not. * TotalVisits - The total number of visits made by the customer on the website. * Total Time Spent on Website - The total time spent by the customer on the website. * Page Views Per Visit - Average number of pages on the website viewed during the visits. * Last Activity - Last activity performed by the customer. Includes Email Opened, Olark Chat Conversation, etc. * Country - The country of the customer. * Specialization - The industry domain in which the customer worked before. Includes the level 'Select Specialization' which means the customer had not selected this option while filling the form. * How did you hear about X Education - The source from which the customer heard about X Education. * What is your current occupation - Indicates whether the customer is a student, umemployed or employed. * What matters most to you in choosing this course An option selected by the customer - indicating what is their main motto behind doing this course. * Search - Indicating whether the customer had seen the ad in any of the listed items. * Magazine
* Newspaper Article * X Education Forums
* Newspaper * Digital Advertisement * Through Recommendations - Indicates whether the customer came in through recommendations. * Receive More Updates About Our Courses - Indicates whether the customer chose to receive more updates about the courses. * Tags - Tags assigned to customers indicating the current status of the lead. * Lead Quality - Indicates the quality of lead based on the data and intuition the employee who has been assigned to the lead. * Update me on Supply Chain Content - Indicates whether the customer wants updates on the Supply Chain Content. * Get updates on DM Content - Indicates whether the customer wants updates on the DM Content. * Lead Profile - A lead level assigned to each customer based on their profile. * City - The city of the customer. * Asymmetric Activity Index - An index and score assigned to each customer based on their activity and their profile * Asymmetric Profile Index * Asymmetric Activity Score * Asymmetric Profile Score
* I agree to pay the amount through cheque - Indicates whether the customer has agreed to pay the amount through cheque or not. * a free copy of Mastering The Interview - Indicates whether the customer wants a free copy of 'Mastering the Interview' or not. * Last Notable Activity - The last notable activity performed by the student.

Acknowledgements

UpGrad Case Study

Inspiration

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The global Website Optimization Tools Software market is experiencing robust growth, driven by the increasing reliance on digital channels for business operations and the escalating need for enhanced online visibility and user experience. The market's expansion is fueled by several key factors, including the rising adoption of cloud-based solutions offering scalability and cost-effectiveness, the proliferation of e-commerce activities demanding sophisticated website analytics and optimization, and the growing sophistication of SEO strategies requiring specialized tools. While the precise market size in 2025 requires further specification, a reasonable estimation, considering typical growth rates in the SaaS sector and the expansive application of these tools across various industries (e-commerce, finance, gaming, etc.), places the market value in the range of $15-20 billion. This figure is projected to experience a Compound Annual Growth Rate (CAGR) of approximately 15-20% over the forecast period (2025-2033), primarily due to the continuous technological advancements in website analytics, A/B testing, and SEO optimization. Segmentation analysis reveals a strong preference for cloud-based solutions due to their inherent flexibility, while the e-commerce sector remains the largest application segment. However, the increasing adoption of these tools across diverse sectors, from finance to gaming, indicates significant growth potential across all segments. Market restraints include the complexity of implementing and mastering some optimization tools, the high cost associated with premium features of certain software, and the ongoing challenge of ensuring data privacy and security within the context of website analytics. Despite these challenges, the market's overall outlook remains positive. Key players are continuously innovating to address these concerns by developing user-friendly interfaces, offering flexible pricing models, and implementing robust security protocols. Future growth is expected to be driven by advancements in artificial intelligence (AI) and machine learning (ML) integrated into website optimization tools, enabling more predictive and automated optimization processes. The competitive landscape is characterized by a blend of established players and emerging startups, fostering innovation and driving the development of increasingly sophisticated solutions.

This statistic illustrates the average website conversion rate in Europe in 2015, by country or region and device, In 2015, the average conversion rate of websites accessed via smartphone in the United Kingdom (UK) was 1.2 percent.

After spending two years and roughly $200 million to relaunch their website, British retailer Marks & Spencer was shocked to see sales plunge 8.1% in a single quarter. Their new, slick site was designed to drive sales, not lower them. But the corporation had made an unfortunate (and all-too-common) error: they’d assumed “aesthetics” and “usability” […]

Why should an ecommerce website manager care about wish lists and related conversions? Consider this: A SaleCycle study (see the graphic below) put the average ecommerce cart abandonment rate during Q1 2018 at 75.6 percent. That means that more than three of every four shoppers who added items to an online shopping cart decided not to complete […]

The heatmap software market is experiencing robust growth, driven by increasing demand for user experience (UX) optimization and website analytics across diverse business sectors. The market, estimated at $2 billion in 2025, is projected to expand significantly over the next decade, fueled by a compound annual growth rate (CAGR) of 15%, reaching approximately $6 billion by 2033. This growth is primarily attributed to the rising adoption of digital technologies, the growing emphasis on data-driven decision-making, and the need for businesses to enhance website usability and conversion rates. The segmentation reveals a strong preference for cloud-based solutions, with the Standard and Senior tiers ($79 and $419 per user/month respectively) showcasing higher adoption rates within large enterprises focused on in-depth user behavior analysis. Smaller businesses, while adopting heatmap tools, generally opt for the Basic plan ($17 per user/month) due to budget constraints. The competitive landscape is fiercely competitive, with a range of players offering varying levels of functionality and pricing. The market is characterized by both established analytics providers and specialized heatmap software vendors, creating a dynamic environment where innovation and feature differentiation are key success factors. Geographical distribution shows North America and Europe as leading markets, accounting for a combined market share exceeding 60%. However, rapid digitalization in Asia-Pacific and other emerging regions is driving substantial growth potential. Continued technological advancements, such as the integration of AI and machine learning for predictive analytics, will further shape the market’s trajectory. Challenges remain in areas such as data privacy concerns and the need for user-friendly interfaces to broaden adoption across all user segments. Future growth hinges on the ability of vendors to address these challenges while constantly innovating to meet evolving business requirements and user expectations. The market presents attractive opportunities for companies focusing on integration with other marketing and analytics platforms, providing a holistic view of user behavior for improved decision-making.

The conversion rate among U.S. online shoppers is generally higher for desktop than mobile users. As of the second quarter of 2022, ***** percent of e-commerce website visits via a desktop computer were converted into purchases, whereas this share stood at *** percent for smartphones.

Website navigation can make or break your visitors’ experience. Attempting to navigate a website without a logical, well-defined structure is like being dropped in the middle of a complex maze with no map and no frame of reference. It’s overwhelming, frustrating, and all-around unpleasant — not exactly the user experience you’re hoping for. This means […]

The global market for website monitoring tools and services is experiencing robust growth, driven by the increasing reliance on online businesses and the critical need for ensuring website uptime and performance. While the exact market size for 2025 is not provided, considering typical growth rates in the SaaS sector and the substantial investment in digital infrastructure, a reasonable estimate would place the market value at approximately $5 billion in 2025. This represents a significant expansion from the historical period (2019-2024). Assuming a conservative Compound Annual Growth Rate (CAGR) of 15% for the forecast period (2025-2033), the market is projected to reach approximately $15 billion by 2033. Key drivers include the rising adoption of cloud-based solutions, the increasing complexity of website architectures, the growing demand for enhanced security monitoring, and the need for proactive performance optimization to improve user experience and conversion rates. Emerging trends such as AI-powered monitoring, synthetic monitoring, and the integration of website monitoring with other business intelligence tools are further fueling this expansion. Despite the positive growth trajectory, challenges remain, such as the high cost of advanced monitoring solutions and the complexities associated with integrating different monitoring tools into existing IT infrastructures. The market segmentation reveals a significant contribution from large enterprises, reflecting their greater dependence on sophisticated monitoring capabilities. The market's geographical distribution shows a strong presence in North America and Europe, primarily due to high technological adoption and the concentration of major players in these regions. However, Asia Pacific is expected to witness substantial growth in the coming years, propelled by the rapid expansion of the e-commerce sector and the increasing digitalization efforts across various industries. The market is characterized by a competitive landscape featuring a mix of established players and emerging innovative companies. Companies like SolarWinds, Datadog, and New Relic are prominent players leveraging their established brand recognition and comprehensive product suites. However, smaller, niche players continue to innovate, offering specialized solutions catering to specific market needs and driving further market fragmentation. Therefore, strategic partnerships and acquisitions are expected to play a vital role in shaping the future of the website monitoring tools and services market.

Price Comparison Websites (PCWs) Market Outlook 2032

The global price comparison websites (PCWs) market size was USD 123.7 Billion in 2023 and is likely to reach USD 350.6 Billion by 2032, expanding at a CAGR of 12.8% during 2024–2032. The market growth is attributed to the rising consumer awareness and need for convenience in shopping across the globe.



Increasing consumer awareness and the need for convenience in shopping is expected to drive the price comparison websites (PCWs) market. These platforms become essential for consumers to compare prices of various products and services from different retailers. They offer a one-stop solution for consumers to make informed decisions based on price, product features, reviews, and other relevant factors.

Impact of Artificial Intelligence (AI) on Price Comparison Websites (PCWs) Market

The use of artificial intelligence is likely to provide substantial propulsion to the Price Comparison Websites (PCWs) market. AI algorithms analyze vast amounts of data in real time, enabling these platforms to provide instant and accurate price comparisons. This saves time for consumers and ensures they get the best deals available. Furthermore, AI predicts consumer behavior and preferences based on their browsing history and other data. This allows the platforms to offer personalized product recommendations, enhancing user engagement and conversion rates.



AI plays a crucial role in validating and verifying the accuracy of product information and prices, thereby increasing consumer trust in these platforms. However, the use of AI raises data privacy concerns, and these platforms need to ensure robust data protection measures to maintain consumer trust. Despite these challenges, AI offers immense potential for driving innovation and growth in the price comparison platforms market.

Price Comparison Websites (PCWs) Market Dynamics

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A 3.2 percent conversion rate was observed in the 1,200 e-commerce websites analyzed running user-generated content (UGC) technology in 2022. Additionally, once visitors scrolled to a point where they encountered UGC, their likelihood of conversion increased by an average of 3.8 percent. Although UGC influenced conversion, the real impact was notable when visitors actively engaged with the content. During that year, users who interacted with UGC experienced a 102.4 percent increase in conversion.