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+10% Revenue Per Visitor in 90 days. Or we refund the engagement. The benchmarks we check your store against before we touch anything, with the one move to make on each.
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You want one number that tells you if your store is good or broken. One number lies to you. A 1.4% conversion rate is mediocre for fashion and excellent for travel. Mobile and desktop behave like two different stores. So instead of a single grade, here is the full set we measure your store against, and the specific test to run when you land below the line.
Read it the way we read a store. Find your vertical and your device split, see where you sit against the top decile, then map the abandonment reasons to your own funnel. The gap between average and the top 10% is not a different species of store. It is your store with the friction removed.
The average Shopify store converts at 1.4%. The top 10% converts more than 3x that, at 4.7%. That spread is the whole game, because closing it does not require a new store. It requires removing what is in the way.
| Segment | Conversion rate |
|---|---|
| Average store | 1.4% |
| Top 20% of stores | 3.2%+ |
| Top 10% of stores | 4.7%+ |
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Steal this: if you sit near 1.4%, do not read it as failure, read it as headroom. Pull your add-to-cart rate next. If people add but do not buy, your leak is in the cart and checkout. If they do not even add, the leak is on the PDP. That one fork tells you which test to run first.
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This is the split we make every founder look at. Mobile and desktop are not the same store with a smaller screen. The desktop top decile runs 6.5%, more than 3x the desktop average. Most of your traffic is mobile and most of your conversion is desktop, and that mismatch is exactly where the money leaks.
| Device | Average CVR | Top 10% |
|---|---|---|
| Mobile | 1.2% | 3.9% |
| Desktop | 1.9% | 6.5% |
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Steal this: if your mobile CVR runs well under 1.2%, that is your highest-leverage place to test first. Open your store on your own phone and walk the full path to checkout. The friction you feel in the thumb zone is the friction your majority traffic feels every day.
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A single cross-vertical benchmark is useless. Fashion at 1.9% and travel at 0.2% are both normal. Find your row, ignore the rest, and compare yourself to your own category's top decile, not the headline average.
| Vertical | Average CVR | Top 20% | Top 10% | Desktop avg |
|---|---|---|---|---|
| Food & Beverage | 1.5% | 4.1%+ | 6.2%+ | 2.2% |
| Fashion / Style | 1.9% | 4.3%+ | 6.1%+ | — |
| Travel | 0.2% | 2.0% | 3.4% | — |
| Finance | 0.2% | 2.2% | 3.2% | — |
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Steal this: write down your vertical's top-10% number and your own CVR next to it. The gap between them, multiplied by your monthly sessions and your AOV, is the revenue sitting on the table right now. That number is your case for testing this quarter.
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