Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the period Jan-Sept 2013.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, with online sales range up to £10m per annum and average order values average £90. The websites all use the e-commerce platform Magento.

Online retailers whose data was benchmarked include Atterley Road, Bella di Notte, Christopher Ward, Finisterre, Historic Royal Palaces, Loake, Micro-Scooters, Van Dal, Real Flowers, Rio Beauty, the RSPB and This Works.

The data includes statistics regarding traffic sources and mobile usage, website engagement, conversion rates and onsite search usage.

 

Traffic sources 1st Quartile 3rd Quartile Average
Average Order Value £49 £104 £91
£ per visit £1.43 £3.41 £2.64
Conversion rates 1.46% 5.12% 3.88%
Engagement 1st Quartile 3rd Quartile Average
Pages per visit 5.1 7.4 6.5
Time on site 3:09 4:39 4:07
Bounce rate 32.32% 38.74% 37.49%
% visitors landing on home page 19.05% 44.03% 31.78%
Home page bounce rate 18.5% 25.5% 22.8%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 22% 33% 28%
£ per visit £1.49 £3.36 £2.83
Bounce rate 26.08% 38.86% 34.40%
Conversion rate 2.18% 4.90% 3.98%
Traffic from brand-related searches 8.58% 19.85% 14.45%
Conversion rate (brand searches) 3.12% 8.58% 6.31%
£ per visit (brand searches) £2.59 £6.27 £4.45
Traffic from generic searches (SEO) 8.29% 12.74% 14.01%
Conversion rate (generic searches) 0.82% 1.56% 1.53%
£ per visit (generic searches) £0.26 £0.75 £0.55
Traffic sources = paid search (CPC) 1st Quartile 3rd Quartile Average
% of visits 11.06% 26.43% 19.75%
£ per visit £0.97 £4.28 £2.74
Bounce rate 25.89% 39.25% 34.47%
Conversion rate 1.31% 5.69% 3.41%
Email marketing 1st Quartile 3rd Quartile Average
% of visits 9.43% 29.37% 19.02%
£ per visit £1.43 £3.60 £2.73
Bounce rate 29.56% 41.96% 36.54%
Conversion rate 1.48% 7.16% 4.17%
Onsite search usage 1st Quartile 3rd Quartile Average
Visits using search 2.49% 7.68% 5.44%
Conversion rate using search 5.16% 16.89% 10.74%
Mobile usage 1st Quartile 3rd Quartile Average
Viewed on desktop % 60.74% 67.71% 64.00%
Viewed on tablet % 19.92% 24.60% 21.31%
Viewed on mobile% 10.31% 20.65% 15.75%
Conversion on desktop % 1.81% 6.79% 4.69%
Conversion on tablet % 1.68% 3.92% 2.85%
Conversion on mobile % 0.44% 1.47% 1.27%
Basket & checkout statistics 1st Quartile 3rd Quartile Average
Basket views% 0.92% 3.48% 2.43%
Exits at basket page % 7.93% 11.83% 9.84%
Basket to checkout success % 39.7% 49.4% 43.2%

Standout out figures

* Overall conversions average at 3.88%, but with a marked divergence when analysed by source of traffic. Brand-related searches for example (at 6.31%) convert over 4 times better than generic searches (at 1.53%) and nearly twice as well as paid search (at 3.41%).

* Basket to checkout completions average 43.2%, with 9.84% exiting at the basket page. 2.4% of browsers go to the basket page.

* Email (when executed well) produces extremely well, converting at 5.69%.

* Engagement (as measured by bounce rates) shows a large gap between home pages (which get a lot of marketing attention) and all other pages: 22.8% versus 37.5%).

* 1 in 5 visits are from a tablet, mostly iPads. 16% come from mobiles. Conversion rates from iPads are 60% of desktops and from mobiles, only 27%.

* Onsite search is used by 5.4% of all visitors, but converts at close to 11%.

By Roger Willcocks

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