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|
|Engagement/bounce||1st Quartile||3rd Quartile||Average|
|Home page bounce||13.8%||21.4%||21.9%|
|Traffic sources = organic search||1st Quartile||3rd Quartile||Average|
|% of visits||38%||55%||46%|
|Traffic sources = paid search||1st Quartile||3rd Quartile||Average|
|% of visits||11%||23%||17%|
|Traffic sources = email||1st Quartile||3rd Quartile||Average|
|% of visits||5%||27%||18%|
|Traffic sources = direct (none)||1st Quartile||3rd Quartile||Average|
|% of visits||8%||16%||14%|
|Traffic sources = referrals||1st Quartile||3rd Quartile||Average|
|% of visits||7%||21%||14%|
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.
|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.