E-commerce Update: Conversion Rate Increases

Revenue jumped by 5.24 percent this week over the previous week. This was largely due to an increase in the ecommerce conversion rate (the percentage of online customers that completed an online transaction), which averaged 4.61 percent over the past seven days (blue line below) vs. 4.34 percent for the previous seven days.

Traffic/users over the past seven days (blue line below) increased by just 0.42 percent compared to the previous seven days, so that was not a major factor in the revenue increase.

So why did the conversion rate increase? Although more bookstores are open to walk-in traffic, the increase in online sales may be due to winter weather forcing people to stay indoors and online across the U.S.