Why is Schwans' conversion rate so high?
 

The online grocery Schwan has an incredibly high conversion rate of 40.6% according to this report.

Top 10 Online Retailers by Conversion Rate – March 2010

Why is this so and what elements do you think we can take and learn from?

Re: Why is Schwans' conversion rate so high?
 

The answer here is painfully obvious, and non conforming to the average belief of online marketing. They pretty much don't rank in a search for any of their products ( with the exception of "yogurt push up" ) so the only reason you would be going to their site.. is if you already purchase their product, and are making an order.

The website has a function... and it is to streamline the order process for their already existing system. So the guy / gal in the truck can focus more on developing new business on their route, and work less at maintaining those on his route. Using technology to implement a high level of customer support in a low touch scenario.

Re: Why is Schwans' conversion rate so high?
 

I currently have an optin rate of 80% from free traffic.

It depends on the value you provide up front and the offer.