eCommerce benchmarks April – June 2017
Posted by Screen Pages on 17/07/17
Screen Pages has released eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites, for the period April-June 2017.
The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range up to £15m per annum with average order values of £76. The websites all use the eCommerce platform Magento. In aggregate, the report tracked the behaviour of 4.2 million website visitors, placing 145,000+ orders and spending £10 million.
Online retailers whose data was benchmarked include Bella di Notte, Christopher Ward, Donald Russell, Loake Shoes, Micro-Scooters, Van Dal Shoes, Force 4, Moss Europe, the RSPB, Really Wild Clothing, Salter 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||£44||£121||£74.55|
|£ per visit||£0.80||£2.46||£2.45|
|Engagement/bounce||1st Quartile||3rd Quartile||Average|
|Home page bounce||12.93%||17.91%||19.20%|
|Traffic sources = organic search||1st Quartile||3rd Quartile||Average|
|% of visits||30%||54%||43%|
|Traffic sources = paid search||1st Quartile||3rd Quartile||Average|
|% of visits||2%||29%||19%|
|Traffic sources = email||1st Quartile||3rd Quartile||Average|
|% of visits||3%||18%||12.40%|
|Traffic sources = direct||1st Quartile||3rd Quartile||Average|
|% of visits||12%||13%||16%|
|Traffic sources = referrals||1st Quartile||3rd Quartile||Average|
|% of visits||4%||12%||10%|
Stand-out out figures
- Overall conversions average at 2.69%, ranging from 0.37% to 9.11%.
- The average £ per visit was £2.45.
- Email remains the best source of revenues. When executed well email produces extremely well, converting at 4.05% – some retailers do not use email effectively or do not track it properly. Four businesses included in the sample had at least 20%+ of their traffic from email, enjoying conversion rates up to 14.92%.
- Paid search produces an average of 19% of all visits, converting at 3.27%. Five 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: 19.2% versus 46.5%).
|Desktop usage||1st Quartile||3rd Quartile||Average|
|Bounce on desktop %||30.10%||49.76%||39.05%|
|Conversion on desktop %||1.39%||5.70%||4.0%|
|Tablet usage||1st Quartile||3rd Quartile||Average|
|Bounce on tablet %||37.15%||53.94%||44.18%|
|Conversion on tablet %||0.77%||4.56%||2.9%|
|Mobile usage||1st Quartile||3rd Quartile||Average|
|Bounce on mobile %||46.48%||60.76%||53.20%|
|Conversion on mobile %||0.35%||1%||0.9%|
Bounce rates are lowest and conversions highest on desktops. However, four businesses were seeing conversion ratios in excess of 2% on mobile with the highest being 2.5%.
By Sarah Willcocks, Director