E-commerce sales conversion rate for the retail website

This measure calculates the percentage of online shoppers who complete a sales transaction on the website. It is calculated as the total number of transactions on the company website divided by the total number of visitors to the website. It is part of a set of Process Efficiency measures that help companies optimize their "manage sales orders" process by minimizing waste and refining resource consumption.

Benchmark Data


Sorry! Not all users have access to all of our resources.

Want to unlock access to all of our resources?

Learn about Membership Arrow with stem

Measure Category:
Process Efficiency
Measure ID:
Total Sample Size:
92 All Companies
Key Performance

Compute this Measure

Units for this measure are percent.

Back to Top

E-commerce conversion rate for the business entity website

Key Terms

Back to Top

Process efficiency

Process efficiency represents how well a process converts its inputs into outputs. A process that converts 100% of the inputs into outputs without waste is more efficient than one that converts a similar amount of inputs into fewer outputs.


The metric value which represents the 50th percentile of a peer group. This could also be communicated as the metric value where half of the peer group sample shows lower performance than the expressed metric value or half of the peer group sample shows higher performance than the expressed metric value.

Measure Scope

Back to Top

Cross Industry (7.3.1)

  • - Perform sales calls (10190) - N
  • - Perform pre-sales activities (10191) - N
  • - Manage customer meetings/workshops (20012) - N
  • - Close the sale (10192) - N
  • - Record outcome of sales process (10193) - Y