What "ecommerce" hides
The 5% median masks 10x variance. A pure category page (e.g., "Women's running shoes") converts 1–3%. A specific product page with reviews converts 3–7%. A Black Friday landing page with a limited-time discount can convert 15–25%. A post-purchase upsell page can convert 30%+. Asking "what's good for ecommerce" without specifying page type yields useless advice.
The mobile gap is the biggest opportunity
Across Baymard's 2024 mobile usability research, mobile checkout completion rates run 35% lower than desktop on the same site. The biggest contributors: form fields too small to tap accurately, autofill failing on the address field, and "Continue as guest" hidden behind multiple taps. Sites that pass Baymard's 50-point mobile checklist see mobile conversion 40–60% higher than sites that fail.
Offer specificity beats site-wide design
Across Unbounce's 2024 ecommerce data, the strongest single predictor of landing page conversion isn't design polish — it's offer specificity. "20% off your first order" converts roughly 1.6x better than "Save on your first order" even when nothing else changes. Specificity reads as commitment; vagueness reads as marketing. Audit your offers through a page analysis to see how yours stack up.