Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for October 2014.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, wose online sales range up to £10m per annum and average order values average £73. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of over 1.2 million website visitors, placing 41,000+ orders and spending over £3 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 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 £58 £102 £73
£ per visit £1.02 £2.76 £2.42
Conversion rates 0.94% 3.62% 3.31%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 32.4% 46.4% 40.9%
Home page bounce 13.8% 21.4% 21.9%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 38% 55% 46%
Bounce rate 31% 41% 41%
Conversion rate 0.93% 3.04% 2.44%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 11% 23% 17%
Bounce rate 25% 46% 39%
Conversion rate 0.65% 2.16% 1.99%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 5% 27% 18%
Bounce rate 33% 43% 40%
Conversion rate 1.32% 4.85% 3.80%
Traffic sources = direct (none) 1st Quartile 3rd Quartile Average
% of visits 8% 16% 14%
Bounce rate 41% 54% 48%
Conversion rate 0.83% 3.33% 2.67%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 7% 21% 14%
Bounce rate 40% 54% 49%
Conversion rate 0.52% 2.05% 1.43%

 

Standout out figures

* Overall conversions average at 3.31%, but with a marked divergence when analysed by source of traffic.

* 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% versus41%).

* Email (when executed well) produces extremely well, converting at 4.85% – some retailers do not use email effectively or do not track it properly. 4 of the sample had 20%+ of their traffic from email, with 3 retailers enjoying conversion rates from email of over 8%.

* Paid search can produce up to 23% of all sales, converting at 2.16%. Two businesses enjoyed conversion rates on paid traffic of over 6%.

* 2 of the sample tracked affiliate traffic: producing well at about 10% of traffic.


Visits and sales by device comparison

 

 

Desktop usage 1st Quartile  3rd Quartile  Average
Viewed on desktop % 49.7% 55.7% 51.4%
Bounce on desktop % 38% 29% 48%
Conversion on desktop % 1.6% 4.7% 4.5%
% sales on desktop % 67.4% 77.5% 70.4%
Tablet usage 1st Quartile  3rd Quartile  Average
Viewed on tablet % 23.8% 31.2% 26.7%
Bounce on tablet % 43% 37% 47%
Conversion on tablet % 0.8% 4.0% 2.9%
% sales on tablet % 19.0% 26.1% 24.1%
Mobile usage 1st Quartile  3rd Quartile  Average
Viewed on mobile% 14.9% 25.4% 20.9%
Bounce on mobile % 51% 46% 60%
Conversion on mobile % 0.2% 1.2% 0.9%
% sales on mobile% 3.6% 5.7% 5.1%

 

Standout out figures

* 27% of visits are viewed on tablets, mostly iPads, generating 24% of sales.

* 21% of visits are viewed on mobiles, mostly iPhones, generating 5% of sales.

* 51% of visits are viewed on desktops, generating 70% of sales.

Compared to a similar period in 2013:  16% came from mobiles & 20% came from tablets – the dramatic increase in mobile usage continues.

The best conversion rate on a mobile was a meagre 2% (compared to 11.7% for its desktop site). Retailers should reflect on how mobiles are being used by their customers, their kinds of products and supported by the “appropriate” marketing activity.

By Roger Willcocks

Pin It on Pinterest

Share This

Sign Up To Our Newsletter

Join our mailing list to receive the latest e-commerce & Magento news from Screen Pages.

For information on how we process the data that you give us, please see our privacy policy.

You have Successfully Subscribed!