Can anyone give me an idea of how many customer service enquiries I should expect from a web shop. Assuming I get 100k hits/month and sell to around 4% of them.
There are many different variables that determine what conversion rate you "should" have. Depending on how visitors find your site, how your site is constructed and your price point. I would say if you are converting on 4% of 100K hits you are doing fairly well. We need more information to have an educated answer.
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