Tesco converts the highest amount of visitors to customers according to a study conducted by SimilarWeb, reported by The Grocer.
From the period starting January to November, 28 per cent of people visiting Tesco’s online store ended up purchasing an item, marking the highest conversion rate of all supermarkets included in the study.
Sainsbury’s had the second-highest conversion rate, determined by dividing the number of web visitors that ended on a ‘thank you page’ by the total number of visits.
Ocado was in third with 27.4 per cent, followed by Waitrose (25.5 per cent) and Morrisons (25 per cent).
Asda’s site had a conversion rate of nearly 21 per cent, coming ninth in the rankings behind Iceland and Co-op.
The study, which only looked at visitors who accessed the site from their desktop computer, took the amount of visitors coming to the sites directly as well as from adverts, email links, organic and paid searches and social media.
Tesco also had the most overall traffic coming through the site, seeing 136.2 million site visits over the period, 50 million more than Sainsbury’s.
“It could be a lack of fulfilment options; the cost of delivery – higher fees are detriments to conversion – availability; a lack of payment options – the more digital payment options, the higher the conversion typically – or high levels of out-of-stocks,” Similarweb senior director of research and analytics Seema Shah told The Grocer.
“UK grocers are doing significantly better at converting visitors than their US equivalents.
“Their performance is significantly worse across the board versus their UK peers.”