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
Conversion rates 1.00% 4.36% 2.93%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 36.9% 46.3% 43.4%
Home page bounce 14.3% 21.6% 22.1%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 38% 55% 45%
Bounce rate 34% 54% 45%
Conversion rate 1.15% 3.03% 2.58%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 10% 30% 19%
Bounce rate 34% 57% 43%
Conversion rate 0.62% 4.78% 2.77%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 2% 25% 15%
Bounce rate 37% 46% 43%
Conversion rate 1.42% 5.24% 3.93%
Traffic sources = direct (none) 1st Quartile 3rd Quartile Average
% of visits 9% 14% 13%
Bounce rate 46% 55% 52%
Conversion rate 1.23% 4.02% 2.74%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 6% 12% 10%
Bounce rate 44% 55% 52%
Conversion rate 0.53% 1.89% 1.48%

 

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%

 

Standout figures

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).

By Roger Willcocks

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