I don't think this analysis the right one to have. You can't benchmark the conversion rates of ecommerce sites in completely different industries: the customers

I don't think this analysis the right one to have. You can't benchmark the conversion rates of ecommerce sites in completely different industries: the customers and their behavior is just too different. The list has a grocery store, a plus-size women's clothing shop, pet medication, and even office supplies. You just can't compare the conversion rates of such diverse customers directly. A more accurate benchmark is within industry: take a website and compare its conversion rate to its competitors'. That is interesting, and even then comes with a big caveat in that you need to be careful with the market segment. For example, Lamborghini's conversion rate is probably very different to, say, Toyota's.