PPC Conversion in Furniture Industry

[cclegg06]

Anyone have any experience with PPC/ adwords advertising to sell furniture? What would you guess would you guess for conversion? I'm running some numbers for a new import/ export business and using 0.75% for conversion and things don't really show a positive ROI. Yet the space is fairly crowded.

Anyone think my conversion estimate is too low?

Thanks,

Chris

[badboy_Nick]

Retail is a tough racket as commission % tend to be lower than in other markets ... but a good conversion rate is considered to be around 1-3% ... where 5% is really good.

I think your best bet is to test the market with PPC and then take your converting keywords and optimize them for SEO.

Any questions let me know

Nick

[cclegg06]

Thanks Nick. This is helpful!

Chris

[Jeff Scott]

So many factors influence conversion rate

- Your price v. competitive pricing. If it is saturated as you say with multiple advertisers, then expect a lower conversion rate as people comparison shop in PPC all the time. Don't always bid on the 1-3 position.

- Your ability to find good keywords - Focus on mfg's and model numbers, keywords that show folks in the buying cycle (ex. "buy", features, discount, etc)

- Your USP (unique selling proposition). Do you offer free shipping, exclusive product lines, 24/7 customer service, certain types of furniture (modern, collectable, cottage, etc)? What is it about your business that would make me buy from you?

- Shopping Cart Abandonment - Do you have a complicated 12-step checkout process, or a simple convenient process? Do you show shipping costs up front or wait until the end of the checkout process. Do you offer multiple forms of payment?

I tend to see 1% on medium priced consumer goods, but higher priced items like furniture might be lower. Again....SO many factors influence conversion rate and that's your job as a business owner is to identify each obstacle and come up with solutions.

Easier said than done, I know

[tjdaz]

Retail is quite hard due to the competition you will be facing, good luck though.

[Lucid]

Originally Posted by Web Marketer

For furniture I remember i had started one campaign last year and the conversion rate was 4% which was suppose to be good but not that what my clients wanted...

Sounds like the same client I had... Greatly increased number of visitors but somewhat lower conversion in only a two-week period, not enough time to optimize.

4% in a crowded space is very good. I have another client in the clothing sector with 4-5% rates, some categories hitting 8% at certain times of year. He's extremely happy.

[cclegg06]

Jeff - Good advice. Thanks! We're working to take most of these into account but you added to my thinking.

Web Marketer - 4% is a great conversion. I agree. Free shipping seems to be a given. Any other things you did that seem to have put it up there?

Lucid - seems to be some level of seasonality with certain products. Do you mind if I ask what products had a seasons component (besides the obvious like deck chairs in spring, etc.)

[markfinn]

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