Foundation · 2 min
What you need to know
How is the rate calculated?
If a store has 100 visits and 2 purchases in a chosen period, its visit-based purchase rate is 2 out of 100. Analytics tools may count sessions, users or orders differently; write down the definition before comparing periods.
Is there a good rate for every store?
No single benchmark applies to every store. Traffic sources, product type, device and season all affect the mix. Compare your own comparable periods and investigate a sudden change in a specific step rather than chasing an industry number.
Where are shoppers leaving?
Check visits, product views, additions to cart, checkout starts and purchases. If many visitors never view a product, look at the landing page and audience. If they view it but rarely add it, inspect the product page and offer.
A simple check to try
Choose one funnel period and verify each event from a real test order. Record where the first large drop occurs before deciding what to change.
Foundation · 2 min
Frequently asked questions
Should I break down the rate by device and source?
Yes. A mobile campaign may attract browsers with different intent than customers searching for a specific product. Compare like with like before deciding a page is broken.
Where do I verify conversion events?
Use current ZenBasket analytics guidance and confirm the event definitions with a test order before calculating a rate.