Screen Pages has released eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites, for the period January-March 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 and average order values of £76. The websites all use the e-commerce 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||£43||£126||£76|
|£ per visit||£1.00||£2.49||£2.41|
|Engagement/bounce||1st Quartile||3rd Quartile||Average|
|Home page bounce||12.9%||17.9%||19.2%|
|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%||19%||12.4%|
|Traffic sources = direct||1st Quartile||3rd Quartile||Average|
|% of visits||11%||14%||15%|
|Traffic sources = referrals||1st Quartile||3rd Quartile||Average|
|% of visits||4%||12%||11%|
Stand-out out figures
- Overall conversions average at 2.70%, ranging from 0.53% to 8.8%.
- The average £ per visit was £2.41.
- Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.01% – some retailers do not use email effectively or do not track it properly. Six businesses included in the sample had at least 15%+ of their traffic from email, enjoying conversion rates up to 10.58%.
- Paid search produces an average of 19% of all visits, converting at 3.32%. 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 46.3%).
|Desktop usage||1st Quartile||3rd Quartile||Average|
|Bounce on desktop %||29%||46%||38%|
|Conversion on desktop %||1.33%||5.84%||4.0%|
|Tablet usage||1st Quartile||3rd Quartile||Average|
|Bounce on tablet %||33%||53%||43%|
|Conversion on tablet %||0.84%||4.34%||3%|
|Mobile usage||1st Quartile||3rd Quartile||Average|
|Bounce on mobile %||48%||61%||53%|
|Conversion on mobile %||0.35%||1.7%||1.1%|
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 2.9%.
By Sarah Willcocks, Director