Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period May-August 2015.
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 3.8 million website visitors, placing 135,000+ orders and spending £9.7 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, 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||£47||£109||£72|
|£ per visit||£1.13||£2.54||£2.52|
|Engagement/bounce||1st Quartile||3rd Quartile||Average|
|Home page bounce||14.3%||21.6%||22.1%|
|Traffic sources = organic search||1st Quartile||3rd Quartile||Average|
|% of visits||38%||55%||45%|
|Traffic sources = paid search||1st Quartile||3rd Quartile||Average|
|% of visits||10%||30%||19%|
|Traffic sources = email||1st Quartile||3rd Quartile||Average|
|% of visits||2%||25%||15%|
|Traffic sources = direct (none)||1st Quartile||3rd Quartile||Average|
|% of visits||9%||14%||13%|
|Traffic sources = referrals||1st Quartile||3rd Quartile||Average|
|% of visits||6%||12%||10%|
Stand-out out figures
* Overall conversions average at 2.93%, ranging from less than 1% to well over 8%.
* The average £ per visit was £2.52
* Email is the best source of revenues: email (when executed well) produces extremely well, converting at 3.93% – some retailers do not use email effectively or do not track it properly. 8 of the sample had roughly 10%+ of their traffic from email (5 had over 20%), with 2 retailers enjoying conversion rates from email of over 11% from their emails.
* Paid search produced an average of 19% of all visits, converting at 2.8%. 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: 22% versus 43%).
|Desktop usage||1st Quartile||3rd Quartile||Average|
|Viewed on desktop %||44.6%||52.3%||46.4%|
|Bounce on desktop %||37%||44%||41%|
|Conversion on desktop %||1.3%||6.1%||4.1%|
|% sales on desktop %||59.3%||71.3%||62.8%|
|Tablet usage||1st Quartile||3rd Quartile||Average|
|Viewed on tablet %||19.6%||28.4%||25.2%|
|Bounce on tablet %||41%||53%||46%|
|Conversion on tablet %||1.0%||4.0%||2.7%|
|% sales on tablet %||20.6%||29.8%||24.0%|
|Mobile usge||1st Quartile||3rd Quartile||Average|
|Viewed on mobile%||13.3%||29.2%||22.8%|
|Bounce on mobile %||46%||65%||57%|
|Conversion on mobile %||0.5%||1.4%||1.0%|
|% sales on mobile%||4.5%||10.4%||8.7%|
Desktops still account for slightly less than half of all traffic and just under two-thirds of sales, but mobiles have improved to be nearly one quarter of all visits (but still under 9% of sales).
* 25.2% of visits are viewed on tablets, mostly iPads, generating 24% of sales.
* 22.8% of visits are viewed on mobiles, mostly iPhones, generating 8.7% of sales (up 11% from 7.8% in Q1 2015).
* 46.4% of visits are viewed on desktops, generating 62.8% of sales – sales down 5 percentage points from Q1 2015.
The best conversion rate on a mobile was a meagre 2.3% – on a mobile-optimised website (compared to 6.9% for its desktop site).