Online conversation rate is 2.7 per cent, says Vignette founder
Howard Lake | 12 December 1998 | News
Conversion from online visitor to buyer is very low, says Ross Garber.
If your charity’s Web site is securing large number of visitors but few donations, you’re in good company. Ross Garber, founder of content management system company Vignette, says that the worldwide conversion rate from visitor to buyer at e-commerce sites is just 2.7%. This compares, he says, to 2% from an unsolicited mail short.
Of course, there are plenty of reasons why charities might not be converting visitors to donors, such as poor site design, ignorance of visitors’ expectations and concerns, and poor site usability.
Advertisement
One way forward could well be personalisation of content. Peppers and Rogers Group’s recent report on the subject stated: “We think one to one relationship building will become one of the key ways that companies succeed when the Web and other trends make is increasingly easy for customers to defect.”
Not surprisingly, content management systems like Vignette, plan to be in the forefront of this development.
Related posts
Former ITN journalist appointed Director of Communications at CAF
Morgan Stanley chooses Great Ormond Street Hospital for two-year partnership
Medivet clients give 1 million donations to rhino campaign
REaD Group & Blackbaud partner on automated data cleansing solution for non-profits
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.