The International Retailer: Globalising Your eCommerce Business

The International Retailer – Globalising Your eCommerce Business

Posted by Screen Pages on 18/10/2019

 

On Wednesday October 16th, Sarah Willcocks, CEO of Screen Pages, joined other experts in their field at The Fashion Network and The Ecommerce Clubs joint workshop for fashion retailers (and beyond) interested in expanding their business abroad. 

Sarah covered technical and platform considerations for merchants thinking of selling abroad, including how to pick the right platforms for your business and key mistakes to avoid.

Overall, the agenda was packed with content that would be of value to any eCommerce business wanting to go global, including:

 

  • Why Global? The Strategic Considerations – Smartebusiness

 

  • International Payments & Currency Considerations – Klarna

 

  • Managing Logistics Globally – Seko Logistics

 

  • Global Marketing & Communications Strategies – Dotdigital

 

 

See full agenda here.

If you are considering taking your eCommerce website global, call us now on +44 1932 359 160

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B2C eCommerce benchmarks [Q3 2019]

B2C eCommerce benchmark data [Q3 2019]

Posted by Screen Pages on 04/10/2019

Check out our Google Analytics benchmark data for July – September 2019 for B2C eCommerce websites.

The businesses indexed are limited to multichannel retailers whose online sales range up to £15 m per annum with average order values of £163. 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 5 million website visitors across 27 websites.

Online retailers whose data was benchmarked include Donald Russell, Margaret Howell, Christopher Ward and This Works.

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

Overall KPIs Average
Average order value £163
£ per visit £1.64
Conversion rate 1.7%
Engagement/bounce Average
Bounce rate 47.6%
Home page bounce 19.2%
Traffic sources = organic search Average
% of visits 49%
Bounce rate 44%
Conversion rate 1.6%
Traffic sources = paid search Average
% of visits 14%
Bounce rate 45%
Conversion rate 2.05%
Traffic sources = email Average
% of visits 12%
Bounce rate 48%
Conversion rate 2.3%
Traffic sources = direct Average
% of visits 15%
Bounce rate 51%
Conversion rate 1.9%
Traffic sources = referrals Average
% of visits 6%
Bounce rate 45%
Conversion rate 2.4%

Standout figures

  • Overall conversion rates ranged from 0.35% to 9.6%.
  • Average Order Values and £ per visit only slightly differed to Q2.
  • Conversion rates on email traffic decreased to Q1 values, indicating that email marketing campaigns may need to be improved.
  • Bounce rates (as a measure of engagement) showed a large gap between home pages (which get a lot of marketing attention) and all other pages: 19% versus 48%, meaning merchants need to work harder on making other landing pages compelling and personalising content for visitors.

Desktop usage

Average

% of visits

37%

Bounce on desktop %

43%

Conversion on desktop %

2.6%

Tablet usage

Average

% of visits

18%

Bounce on tablet %

46%

Conversion on tablet %

1.9%

Mobile usage

Average

% of visits

45%

Bounce on mobile %

50%

Conversion on mobile %

1%

Standout figures

  • Bounce rates and conversion rates on all devices remained on par with previous quarters.
  • Mobile accounted for the majority of site traffic but still converted poorly, in comparison. This reinforces the idea that consumers often begin their buying journey on mobile but complete it on desktop, which accounts for more than half of all sales.

Device

Site search usage

Conversion Rate from site search

Bounce Rate from site search

Desktop

6%

7.1%

15.5%

Mobile

5.5%

4.5%

22%

Tablet

5.2%

6.5%

16%

Standout figures

  • Compared to the conversion rates included in Tables 1 and 2, it is evident that site search converts at a much higher rate across all devices.
  • However, site search usage is low, possibly indicating that merchants are not promoting their search properly on their websites.
  • Bounce rates from site search are also much lower in comparison; the average bounce rate from site search was 17.5%.

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

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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

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!

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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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