Few Convert at Retail E-Commerce Sites

Online merchants convert an average of 2%-3% of their site visitors into buyers, according to the e-tailing group's "Sixth Annual Merchant Survey.

The group says that driving the right customers to sites and increasing sales and retention all require more targeted tactics every year. It points to analytics and data mining as the way to make this happen.

Shop.org conducts a similar annual survey with Forrester Research called "The State of Retailing Online." Conversion rates in that study also average about 2%-3%.

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