Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period Jan-March 2016.
The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range up to £15m per annum and average order values average £72. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of 4.3 million website visitors, placing 144,000+ orders and spending £9.6 million.
Online retailers whose data was benchmarked include Bella di Notte, Christopher Ward, Loake, Micro-Scooters, Van Dal, Rio Beauty, Force 4, Moss Europe, the RSPB, Really Wild Clothing, Salter, Baldwins, and This Works.
The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.
|Overall KPIs||1st Quartile||3rd Quartile||Average|
|Average order value||£40||£108||£66|
|£ per visit||£1.06||£2.53||£2.30|
|Engagement/bounce||1st Quartile||3rd Quartile||Average|
|Home page bounce||12.9%||17.6%||19.9%|
|Traffic sources = organic search||1st Quartile||3rd Quartile||Average|
|% of visits||31%||45%||39%|
|Traffic sources = paid search||1st Quartile||3rd Quartile||Average|
|% of visits||7%||30%||19%|
|Traffic sources = email||1st Quartile||3rd Quartile||Average|
|% of visits||3%||25%||19%|
|Traffic sources = direct (none)||1st Quartile||3rd Quartile||Average|
|% of visits||10%||18%||18%|
|Traffic sources = referrals||1st Quartile||3rd Quartile||Average|
|% of visits||4%||12%||10%|
Stand-out out figures
* Overall conversions average at 2.8%, ranging from less than 0.5% to over 6.5%.
* The average £ per visit was £2.30.
* Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.20% – some retailers do not use email effectively or do not track it properly. 7 of the sample had roughly 20%+ of their traffic from email, with 3 retailers enjoying conversion rates from email of over 7% (the highest being 9.8%).
* Paid search produces an average of 19% of all visits, converting at 2.82%. Four businesses enjoyed conversion rates on paid traffic of over 5%.
* Engagement (as measured by bounce rates) shows a large gap between home pages (which get a lot of marketing attention) and all other pages: 18% versus 44%).
|Desktop usage||1st Quartile||3rd Quartile||Average|
|Viewed on desktop %||44.8%||50.4%||46.7%|
|Bounce on desktop %||37%||50%||42%|
|Conversion on desktop %||1.3%||6.6%||3.8%|
|% sales on desktop %||63.5%||69.8%||65.2%|
|Tablet usage||1st Quartile||3rd Quartile||Average|
|Viewed on tablet %||20.9%||31.1%||25.7%|
|Bounce on tablet %||40%||55%||46%|
|Conversion on tablet %||1.0%||4.6%||2.8%|
|% sales on tablet %||20.9%||27.1%||25.7%|
|Mobile usge||1st Quartile||3rd Quartile||Average|
|Viewed on mobile%||19.7%||34.4%||27.6%|
|Bounce on mobile %||44%||59%||52%|
|Conversion on mobile %||0.5%||1.7%||1.1%|
|% sales on mobile%||5.2%||12.7%||9.7%|
Desktops account for less thab half of all traffic but still produce two-thirds of sales, but mobiles have improved to be just over one quarter of all visits (but less than 10% of sales).
* 21% of visits are viewed on tablets, mostly iPads, generating 31% of sales.
* 28% of visits are viewed on mobiles, mostly iPhones, generating 9.7% of sales (up from 8% in Q4 2015).
* 47% of visits are viewed on desktops, generating 65% of sales – sales at the same level as Q4 2015.
The best conversion rate on a mobile was 3% – on a responsive “responsive” website (compared to 4.% for its desktop site).