Sales conversion rates are the number of sales divided by the number of visitors to your ecommerce website – the average is between 2% and 4%. So unfortunately there is a lot of traffic that is not resulting in sales.
Improving your sales conversion rate can contribute to much greater profitability as many of the costs for your website are fixed.
You may also have other conversion rates or goals that you may wish to track eg contacts generated by your website (sales, email newsletter signup, contacts by phone and email).
It is important to track your conversion rates and you can then concentrate on ways of improving the ratios.
Google Analytics is a great free tool that can track conversion rates and goals.