Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for January-April 2015.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range up to £10m per annum and average order values average £65. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of over 5.3 million website visitors, placing 187,000+ orders and spending over £12 million.

Online retailers whose data was benchmarked include Atterley Road, Bella di Notte, Christopher Ward, Loake, Micro-Scooters, Van Dal, Rio Beauty, Force 4, 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 £41 £105 £65
£ per visit £1.04 £2.46 £2.26
Conversion rates 1.19% 4.32% 3.07%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 35.0% 47.4% 42.2%
Home page bounce 13.7% 18.6% 19.2%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 34% 57% 42%
Bounce rate 31% 50% 40%
Conversion rate 1.24% 4.53% 2.85%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 18% 34% 24%
Bounce rate 34% 50% 42%
Conversion rate 1.04% 3.51% 2.68%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 12% 22% 19%
Bounce rate 33% 47% 39%
Conversion rate 1.54% 6.27% 4.12%
Traffic sources = direct (none) 1st Quartile 3rd Quartile Average
% of visits 9% 15% 12%
Bounce rate 42% 51% 47%
Conversion rate 0.73% 4.34% 2.97%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 5% 13% 9%
Bounce rate 44% 56% 49%
Conversion rate 0.52% 1.79% 1.58%

 

Stand-out out figures

* Overall conversions average at 3.1%, ranging from less than 0.5% to well over 8.5%.

* The average £ per visit was £2.26.

* Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.12% – some retailers do not use email effectively or do not track it properly. 5 of the sample had roughly 20%+ of their traffic from email, with 3 retailers enjoying conversion rates from email of over 8% (the highest being 10.3%).

* Paid search produces an average of 24% of all visits, converting at 2.7%. Two 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% versus 42%).

 

Desktop usage 1st Quartile  3rd Quartile  Average
Viewed on desktop % 46.6% 55.7% 50.5%
Bounce on desktop % 38% 47% 41%
Conversion on desktop % 1.5% 6.5% 4.1%
% sales on desktop % 62.6% 71.2% 67.3%
Tablet usage 1st Quartile  3rd Quartile  Average
Viewed on tablet % 21.3% 29.1% 24.7%
Bounce on tablet % 45% 54% 48%
Conversion on tablet % 1.1% 4.7% 2.9%
% sales on tablet % 20.2% 28.2% 23.5%
Mobile usge 1st Quartile  3rd Quartile  Average
Viewed on mobile% 12.7% 28.5% 22.5%
Bounce on mobile % 45% 63% 54%
Conversion on mobile % 0.5% 1.8% 1.1%
% sales on mobile% 4.8% 9.3% 7.8%

 

Standout figures

Desktops still account for half of all traffic and two-thirds of sales, but mobiles have improved to be nearly one quarter of all visits (but only 7.8% of sales).

* 24.5% of visits are viewed on tablets, mostly iPads, generating 23.5% of sales.

* 22.5% of visits are viewed on mobiles, mostly iPhones, generating 7.8% of sales (up from 5% in Oct 2014).

* 50.5% of visits are viewed on desktops, generating 67.3% of sales  – sales down 3 percentage points from Oct 2014.

 

The best conversion rate on a mobile was a meagre 2.7% – on a mobile-optimised “responsive” website (compared to 3.9% for its desktop site).

 

By Roger Willcocks

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