North America: online shopper conversion KPIs 2018, by device

Conversion rate of selected online shopping stages among shoppers in North America as of 1st half 2018, by device

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Release date

January 2019


North America

Survey time period

H1 2018

Supplementary notes

Product View Rate: The average number of product pages viewed to overall page views a site sees on average
Add-to-Cart Rate: The rate at which a shopper adds at least one item to the cart
Checkout Rate: The percentage of checkouts started every time a basket is created
Conversion Rate: The “holy grail” KPI — the number of orders placed divided by total number of site visits
Cart Abandonment Rate: The percentage of shopping carts created that did not translate into an order

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