The Internet is full of conversion rate studies. Many e-commerce merchants use this data as an indication of how much their online stores should be converting and generating in revenue. Unfortunately, it’s not that simple. In fact, there are so many factors that affect conversion rates that chances are you’re missing several of them.
Monetate released a quarterly report that shows the average add-to-cart, bounce, and conversion rates across e-commerce channels. The bulk of the data comes from big retailers, but it’s worth studying because it tells us not only rates for the U.S., U.K., and globally, it breaks them down by device.