Tesco is converting the highest proportion of visitors to its website to customers, according to exclusive data from Similarweb.
From January to November, 28% of people visiting Tesco.com ended up buying something, the highest conversion rate of all supermarkets analysed.
Sainsbury’s had the second-highest conversion rate – determined by dividing the number of website visits that ended on a ‘thank you page’ by the total number of visits – at 27.4%, followed by Ocado (26%), Waitrose (25.5%) and Morrisons (25%).
Asda’s groceries site, with a conversion rate of nearly 21%, came ninth in the ranking, under Iceland and Co-op.
The analysis – which looked at only desktop users – took into account visitors coming to the sites directly, as well as from display ads, email links, organic search, paid search and social media.
Co-op converted the most visitors coming via display ads and emails. Morrisons converted the most of the supermarkets from organic search, and Iceland the most from paid search.
Tesco’s overall high conversion rate is particularly impressive given it had the highest overall traffic to its website, with 136.2 million site visits over the period, more than 50 million more than Sainsbury’s.
Similarweb senior director of research and analytics, Seema Shah, said there were several factors affecting the difference in conversion rates.
“It could be a lack of fulfilment options; the cost of delivery – higher fees are detriments to conversion – availability; a lack of payment options – the more digital payment options, the higher the conversion typically – or high levels of out-of-stocks,” she said.
UK grocers are doing significantly better at converting visitors than their US equivalents, Shah added. “Their performance is significantly worse across the board versus their UK peers.”
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