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
Conversion rates 0.76% 3.96% 2.69%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 40.61% 57.30% 46.50%
Home page bounce 12.93% 17.91% 19.20%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 30% 54% 43%
Bounce rate 29% 50% 42%
Conversion rate 1.05% 3.63% 2.38%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 2% 29% 19%
Bounce rate 19% 56% 34%
Conversion rate 1.27% 5.07% 3.27%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 18% 12.40%
Bounce rate 32% 49% 36%
Conversion rate 0.91% 4.64% 4.05%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 12% 13% 16%
Bounce rate 42% 64% 50%
Conversion rate 0.70% 4.59% 2.69%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 12% 10%
Bounce rate 40% 57% 48%
Conversion rate 0.69% 2.12% 1.72%

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%

Standout figures

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

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