B2B eCommerce benchmarks [Q3 2019]

B2B eCommerce benchmarks [Q3 2019]

B2B eCommerce benchmark data [Q3 2019]

Posted by Screen Pages on 04/10/2019

Check out our Google Analytics benchmark data from July – September 2019 for B2B eCommerce websites.

The businesses indexed are limited to B2B retailers whose online sales range up to £5m per annum with average order values of £326.40. Their websites are all built on the eCommerce platform Magento (an Adobe Company) on either version 1 or 2. In aggregate, this latest report tracks the behaviour of over half a million website visitors across 6 businesses.

Online retailers whose data was benchmarked include Agar Scientific, Mast Digital and Carlton Sales.

The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

Overall KPIs

Average

Average order value

£326.40

£ per visit

£4.13

Conversion rate

1.8%

Engagement/bounce

Average

Bounce rate

47%

Traffic sources = organic search

Average

% of visits

52%

Bounce rate

44%

Conversion rate

1.55%

Traffic sources = paid search

Average

% of visits

33%

Bounce rate

53%

Conversion rate

0.83%

Traffic sources = email

Average

% of visits

2%

Bounce rate

39%

Conversion rate

2.5%

Traffic sources = direct

Average

% of visits

20%

Bounce rate

49%

Conversion rate

2.2%

Traffic sources = referrals

Average

% of visits

4%

Bounce rate

42%

Conversion rate

3.4%

Standout figures

  • The average order value ranged from £128 to £825 and saw a significant increase in comparison to Q2.
  • Organic search continues to be the source of over half of all traffic.
  • Overall bounce rates remained similar to Q2 whilst the AOV and £ per visit noticeably increased.
  • Email traffic brought about 2% of total visitors but converted at 2.5% (the second-best after referrals), indicating that investing in B2B email marketing and website UX journeys could reap substantial benefits.

Desktop usage

Average     

% of visits

63.4%

Bounce on desktop %

41%

Conversion on desktop %

2.1%

Tablet usage

Average

% of visits

6.9%

Bounce on tablet %

42%

Conversion on tablet %

1.1%

Mobile usage

Average

% of visits

29.7%

Bounce on mobile %

52%

Conversion on mobile %

0.7%

Standout figures

  • Desktop brought more than half of searches and also had the highest conversion rate.
  • Mobile searches amounted to almost 30% of all searches but had the lowest conversion rate – this could indicate that although most purchases are made on desktop, the search often begins on mobile devices and thus responsive websites with a solid UX are crucial to B2B success.
  • Although tablet only brought 6.9% of users to B2B websites, it converted higher than mobile.

Device

Site search usage

Conversion Rate from site search

Bounce Rate from site search

Desktop

8.1%

3.6%

14.5%

Mobile

2.4%

1.7%

19.7%

Tablet

7.3%

3%

10.5%

Standout figures

  • Overall, bounce rates were lower and conversion rates higher for traffic using site search.
  • Site search usage increased for desktop and mobile compared to Q2 as did the site search conversion rates for mobile and tablet.
  • Bounce rates for site search on tablets decreased from Q2.

Disclaimer: Google Analytics data is not always 100% accurate.

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#SPCE2019 – Client Event at Adyen

#SPCE2019 – Client Event at Adyen

Client Event 2019 at Adyen

Posted by Screen Pages on 23/09/2019

#SPCE2019

 

Last Thursday, Screen Pages held our bi-annual client event at our partner Adyen’s offices on Oxford Street. With the unexpectedly warm and sunny weather making the rooftop terrace an ideal spot to network and enjoy the day, the event was off to a great start.

By 1 pm, most of our clients, partners and special guests had arrived and were taking their seats, refreshments and nibbles in hand. Our CEO, Sarah, kicked-off the event by welcoming the attendees and sharing the latest in Screen Pages and Magento news.

Our host and partner, Adyen, took the wheel next with Fred Potter discussing the pervasive topic of 3DS2.0 and advising the audience on how best to approach the upcoming changes and requirements.

Foregenix co-founder and CCO, Benjamin Hosack, discussed malware as well as the, frankly terrifying, findings Foregenix got from scanning over 9 million websites.

 

After a brief tea break, Mention Me’s global cheerleader, Lizzie Lee, compellingly explained why using your customer’s content (UGC) can be an excellent way to drive customer acquisition and growth.

In a similar vein, Photoslurp’s Sof Michaels shared insights on how Social Visual Content can enhance a customer’s journey on your website.

Next, Andrew Norman educated us on ShipStation’s order fulfilment process and on the increasing importance of providing a stellar delivery service to your customers, without having to spend extortionate amounts.

 

 

To wrap up the talks, Styla’s Chris White emphasised the importance and simplicity of creating shoppable content and inspiring your customers by providing a digital experience on your website.

Everyone’s favourite time had finally arrived: drinks were served at the bar and the last warmth of the setting sun was enjoyed on the terrace before the event came to close.

 

Until next time!

View the gallery: 

Download the presentations:

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TFN Fashion Summit 2019

TFN Fashion Summit 2019

Fashion Summit 2019 by TFN

Posted by Screen Pages on 17/07/2019

A one-day CPD and business development event bringing together the UK’s leading eCommerce experts, fashion industry suppliers, retailers and brands to share best practice, knowledge and innovation. The event will feature keynote speeches, plenary case studies, panel discussions, workshops and plenty of networking opportunities.

– TFN website

 

Last week, on Tuesday July 9th, The Fashion Network hosted their annual Fashion Summit in the centre of Manchester. Screen Pages was one of many exhibitors, including dotdigital, Bidnamic and Social Chain.

 

Screen Pages’ CEO, Sarah Willcocks, also gave a compelling talk on the Latest UX Trends in the Multi-Channel Retail Environment. Overall, the agenda was packed with content that would be of value to anyone in the fashion retail – eCommerce space, including:

 

 

  • Choosing the Right eCommerce Platform! 

  • Returns are a Pain in the Profits!

  • Staying Sustainable in an eCommerce World

 

See full agenda here.

When we weren’t manning the Screen Pages stand, we were listening intently to the wisdom that was being shared from experts in their fields. So many interesting ideas were discussed that it’s hard to summarise it all in a short blog post; however, there were key takeaways that are worth pointing out:

 

1.  The idea of Search Listening (not Social Listening) and the power of harnessing all the data we input into our best friend and greatest confidant… Google Search. If we stop to think of the amount of searches we begin on google on a daily basis, from serious to anecdotal (to downright personal), we can perhaps begin to imagine the amount of data Google has on its billions of users. “Google searches are the most important dataset ever collected on the human psyche” said one of the slides, quoting Seth Stephens-Davidowitz. With search listening, the ability to use this information to better address customers’ needs is becoming easier and more efficient. Stefan Hull, MD of Propellernet, demonstrated that by cleverly using determiners, triggers, spaces and other techniques where necessary, a company could track changes in audience sentiment, on seasonal trends and even see how the searchers identify themselves.

 

“Google searches are the most important dataset ever collected on the human psyche”

 

2. Don’t Build a Brand, Build a Personality was one of the most striking presentations, as Director of Social & Creative at Social Chain, Hannah Anderson, shared her insights on how to get better results from your marketing by using a human-first approach. Through various examples of tapping-in to consumer’s pain points and addressing them in creative ways, she demonstrated how she and her team have become one of the most sought-after global social media marketing agencies through this focus on personality over brand.

 

3. There was an interesting Q&A session between Emma Campbell, Founder of What Emma Did, and Jenna Meek, Founder of The Gypsy Shrine, about how the latter grew her business from a £3,000 investment to the giant that it is today. The power of social media, and Instagram in particular, really stood out as Jenna spoke of how she started finding collaborators, influencers and ambassadors for her brand on the platform. 

All in all, the event was definitely worth attending, not only for the plethora of information shared but also as an opportunity to meet some of the experts in this great sector of eCommerce. Screen Pages is eagerly looking forward to next year’s Fashion Summit!

 

View some photos from the event below:

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Adyen: How 3D Secure 2.0 can benefit your website

Adyen: How 3D Secure 2.0 can benefit your website

How 3D Secure 2.0 can benefit your website

Posted by Screen Pages and Adyen on 03/07/2019

In this blog post, we’ll explain how 3D Secure 2.0 can help you make better risk decisions, create online experiences customers will love, and increase conversions.

Poor security negatively impacts your business and customers, so keeping customers secure when they’re paying online is a must. With many new ways to pay and new regulations coming to light such as PSD2, it’s time to get to know customer authentication beyond the regulatory standards.

So, let’s cut through the noise on 3D Secure 2.0 (3DS 2.0) and explore the opportunities it can create.

3DS 2.0 is a new standard introduced by EMVCo and the major credit card schemes. It brings a new approach to authentication through a wider range of data, biometric authentication and an improved online experience. This new protocol addresses many of 3DS1.0’s issues, while bringing benefits across a wider set of use cases for businesses all over the world.

Increasing authorisation rates with data sharing

3DS 2.0 is much more than a redirect. The combination of certified SDKs in the checkout flow, paired with data sharing APIs, means that 3DS 2.0 can be used as a tool to share rich data between businesses and banks. Over 100 potential data points are shared with issuing banks, meaning that the information you and card issuers know about your mutual customers can be used to make better risk decisions. The more information you have to support authentication cases, the higher the chances of authorisations.

 

With 3DS 2.0 it is possible to share data between banks and merchants silently in the background. Authorisation rates can be increased with no perceivable change to the checkout flow by customers. Adyen’s Dynamic 3DS service will help businesses decide when to send additional data to banks, automatically targeting transactions that are likely to see an uplift if data is shared.

 

This is interesting for businesses that don’t need to use 3DS 2.0 for fraud prevention. A business which has low fraud rates, but wants to achieve the authorisation uplift benefits of 3DS 2.0 can implement data sharing. This is without changing the seamless checkout flow their customers currently enjoy.

Superior authentication experiences for customers

In many cases device information is enough to authenticate without an extra step for the customer. However, some transactions that have higher risk or regulations such as PSD2 require active approval. Adyen’s 3D Secure SDKs help you build these flows and there are three primary types to consider:

Passive – The SDK and servers exchange all necessary information in the background. The customer sees nothing. 

Two-Factor – The user is asked to provide a two-factor authentication code sent via email or SMS. 

Biometric – An app-switch to an issuing-bank app is facilitated by the SDK. The user can use their fingerprint or face in the issuing bank app.

By offering more authentication flows, customers will be able to choose their authentication method of choice. And this means increasing security while reducing drop-off rates seen in older solutions that were based on static passwords. What’s more, Adyen’s 3DS 2.0 SDK will help you easily build these authentication flows natively into your apps and websites. The different authentication flows with 3DS 2.0 offer more flexibility so banks can continue to innovate in the future, continuing to make authentication simple and more secure. This is good news for businesses who are more vulnerable to fraud, and who already use 3D Secure. It’s also a plus for businesses operating in regions that are introducing authentication requirements, an example of this being PSD2 in Europe.

Strong Customer Authentication with 3DS 2.0

Managed compliance with Dynamic 3D Secure

We’re the first to admit that the EU PSD2/SCA regulatory frameworks can be confusing, and global enterprise businesses will be looking for solutions to identify which transactions require authentication and which don’t.

3D Secure 2.0 is the main way that businesses can prepare for PSD2. Most regions that already have authentication mandates are expected to adopt the protocol quickly.

 

In addition, businesses will need tools to know where and when authentication is required, where it isn’t required but can increase authorisation rates, or where it isn’t required and may harm performance if used.

 

Adyen’s Dynamic 3D Secure solution can play a key role in managing PSD2 compliance on your behalf. They will take care of triggering the PSD2 and SCA exceptions when applicable so you can focus on your core business. These compliance rules will work in tandem with other Dynamic 3DS rules targeting fraud-prevention and performance optimisation to ensure that you are always using 3DS when it makes sense and avoiding it when it doesn’t. Below is the flow:

Prepare for Strong Customer Authentication with 3DS 2.0

The biggest driver for business and issuing banks to implement 3DS 2.0 is the upcoming enforcement of Strong customer authentication (SCA) requirements under PSD2. This law goes live in Europe on September 14, 2019.

 

As for the rest of the world, both Brazil and Australia have mandates in place which will encourage the adoption of 3D Secure 2.0 from mid 2019.

 

We’re starting to say goodbye to 3D Secure 1.0, so be the first to use this opportunity to use the additional information available with version 2.0. Take advantage now to increase your authorization rates, improve authentication and create a better experience for your customers.

 

Read more about the technical integration on our documentation.  Or See our libraries on GitHub

Click HERE to get in touch with Adyen

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Migrating from Magento 1

Migrating from Magento 1

Are you ready to migrate?

Posted by Screen Pages on 04/07/2019

Magento 2 has come a long way since it launched in 2015 – with less than a year left until support is discontinued, how are you preparing to migrate? 

We have created a comprehensive and updated guide on the best way to manage this process in order to ensure minimal disruption to your day-to-day business of online retailing. From increased speed and security, a wider choice of payment options, improved content management tools and powerful features for managing fulfilment and customer service for B2C and B2B businesses, this White Paper outlines the benefits of Magento 2 and how to plan your migration.

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