This report presents findings from an analysis of 150 billion visits, from PCs, tablets, and smartphones, made to more than 500 websites registered in the United States and Europe based on visits from 2007 through 2012. The samples include brands in the retail industries and are categorized by region based on the source of visits. Only websites with more than 50% of visits originating from a given geography were included.
Countries in Europe include Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain Sweden, and the United Kingdom.
Average metrics were calculated using the aggregated metrics of all websites in the study; for each metric the top and bottom 5% were removed. The visits analyzed were anonymous and consisted of all visits to these websites as measured using the Adobe® Digital Marketing Cloud. No weighting factors were applied to the data. All data was indexed to account for currency fluctuations.
Average Price is calculated by dividing the total revenue by the total orders. Conversion is calculated by dividing the total orders in a given time period by the total site visits. Online Sales is calculated by summing the total revenue for all orders. Visits is calculated summing the number of distinct sessions of 30 minutes of activity In which a visitor accesses the website.