eCommerce benchmarks Jan – March 2017

eCommerce benchmarks Jan – March 2017

Screen Pages has released eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites, for the period January-March 2017.

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 of £76. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of 4.2 million website visitors, placing 145,000+ orders and spending £10 million.

Online retailers whose data was benchmarked include Bella di Notte, Christopher Ward, Donald Russell, Loake Shoes, Micro-Scooters, Van Dal Shoes, Force 4, Moss Europe, the RSPB, Really Wild Clothing, Salter 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 £43 £126 £76
£ per visit £1.00 £2.49 £2.41
Conversion rates 0.69% 3.99% 2.70%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 40.4% 57.1% 46.3%
Home page bounce 12.9% 17.9% 19.2%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 30% 54% 43%
Bounce rate 29% 50% 42%
Conversion rate 1.05% 3.63% 2.38%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 2% 29% 19%
Bounce rate 19% 56% 34%
Conversion rate 1.19% 5.07% 3.32%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 19% 12.4%
Bounce rate 31% 51% 37%
Conversion rate 1.13% 4.39% 4.01%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 11% 14% 15%
Bounce rate 43% 60% 50%
Conversion rate 0.70% 5.32% 2.72%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 12% 11%
Bounce rate 35% 56% 48%
Conversion rate 0.76% 2.21% 1.67%

Stand-out out figures

  • Overall conversions average at 2.70%, ranging from 0.53% to 8.8%.
  • The average £ per visit was £2.41.
  • Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.01% – some retailers do not use email effectively or do not track it properly. Six businesses included in the sample had at least 15%+ of their traffic from email, enjoying conversion rates up to 10.58%.
  • Paid search produces an average of 19% of all visits, converting at 3.32%. Five 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: 19.2% versus 46.3%).
Desktop usage 1st Quartile          3rd Quartile          Average     
Bounce on desktop % 29% 46% 38%
Conversion on desktop % 1.33% 5.84% 4.0%
Tablet usage 1st Quartile 3rd Quartile Average
Bounce on tablet % 33% 53% 43%
Conversion on tablet % 0.84% 4.34% 3%
Mobile usage 1st Quartile 3rd Quartile Average
Bounce on mobile % 48% 61% 53%
Conversion on mobile % 0.35% 1.7% 1.1%

Standout figures

Bounce rates are lowest and conversions highest on desktops.  However, four businesses were seeing conversion ratios in excess of 2% on mobile with the highest being 2.9%.

By Sarah Willcocks, Director

E-commerce benchmarks July-Sept 2016

E-commerce benchmarks July-Sept 2016

Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period July-September 2016.

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 4.2 million website visitors, placing 145,000+ orders and spending £10 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, Really Wild Clothing, Salter, Baldwins, Spring Chicken 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 £46 £115 £72
£ per visit £0.79 £2.60 £2.48
Conversion rates 0.99% 4.49% 2.83%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 38.4% 54.9% 47.6%
Home page bounce 12.9% 18.0% 19.2%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 31% 47% 40%
Bounce rate 32% 47% 40%
Conversion rate 1.06% 3.75% 2.45%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 7% 28% 19%
Bounce rate 27% 55% 43%
Conversion rate 0.76% 4.75% 3.03%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 21% 15%
Bounce rate 41% 48% 46%
Conversion rate 1.10% 4.79% 3.70%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 10% 15% 14%
Bounce rate 46% 57% 50%
Conversion rate 0.84% 4.68% 2.66%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 9% 8%
Bounce rate 41% 57% 52%
Conversion rate 0.98% 1.94% 1.79%

Stand-out out figures

  • Overall conversions average at 2.83%, ranging from 0.99% to about 4.5%.
  • The average £ per visit was £2.48.
  • Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 3.7% – some retailers do not use email effectively or do not track it properly. 5 of the sample had at least 20%+ of their traffic from email, with 4 retailers enjoying conversion rates from email of over 6% (the highest being 12.7%).
  • Paid search produces an average of 19% of all visits, converting at 3.03%. 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: 19% versus 47%).
Desktop usage 1st Quartile          3rd Quartile          Average     
Viewed on desktop % 41.7% 49.5% 45.3%
Bounce on desktop % 37% 51% 44%
Conversion on desktop % 1.4% 6.4% 4.0%
% sales on desktop % 60.4% 69.6% 64.4%
Tablet usage 1st Quartile 3rd Quartile Average
Viewed on tablet % 20.4% 29.6% 25.7%
Bounce on tablet % 35% 50% 43%
Conversion on tablet % 1.0% 4.6% 2.9%
% sales on tablet % 20.5% 27.9% 24.3%
Mobile usage 1st Quartile 3rd Quartile Average
Viewed on mobile % 21.5% 35.2% 29.0%
Bounce on mobile % 45% 64% 51%
Conversion on mobile % 0.4% 1.7% 1.0%
% sales on mobile% 6.1% 13.1% 10.4%

Standout figures

Desktops account for less than half of all traffic but still produces two-thirds of sales, but mobiles have improved to be over one quarter of all visits at 29% but only 10% of sales.

  • 26% of visits are viewed on tablets, mostly iPads, generating 24% of sales.
  • 29% of visits are viewed on mobiles, mostly iPhones, generating 10.4% of sales (up from 9.7% in Q1 2016).
  • 47% of visits are viewed on desktops, generating 64% of sales  – sales at the same level as Q4 2015.

The best conversion rate on a mobile was 3% – on a “responsive” website (compared to 6.9% for its desktop site).

By Roger Willcocks

 

 

 

 

 

E-commerce benchmarks & statistics [Q2 2016]

E-commerce benchmarks & statistics [Q2 2016]

Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period April-June 2016.

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 4.2 million website visitors, placing 145,000+ orders and spending £10 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, Really Wild Clothing, Salter, Baldwins, Spring Chicken 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 £46 £115 £72
£ per visit £0.79 £2.60 £2.48
Conversion rates 0.99% 4.49% 2.83%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 38.4% 54.9% 47.6%
Home page bounce 12.9% 18.0% 19.2%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 31% 47% 40%
Bounce rate 32% 47% 40%
Conversion rate 1.06% 3.75% 2.45%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 7% 28% 19%
Bounce rate 27% 55% 43%
Conversion rate 0.76% 4.75% 3.03%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 21% 15%
Bounce rate 41% 48% 46%
Conversion rate 1.10% 4.79% 3.70%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 10% 15% 14%
Bounce rate 46% 57% 50%
Conversion rate 0.84% 4.68% 2.66%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 9% 8%
Bounce rate 41% 57% 52%
Conversion rate 0.98% 1.94% 1.79%

 

Stand-out out figures

* Overall conversions average at 2.83%, ranging from 0.99% to about 4.5%.

* The average £ per visit was £2.48.

* Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 3.7% – some retailers do not use email effectively or do not track it properly. 5 of the sample had at least 20%+ of their traffic from email, with 4 retailers enjoying conversion rates from email of over 6% (the highest being 12.7%).

* Paid search produces an average of 19% of all visits, converting at 3.03%. 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: 19% versus 47%).

 

Desktop usage 1st Quartile          3rd Quartile          Average     
Viewed on desktop % 41.7% 49.5% 45.3%
Bounce on desktop % 37% 51% 44%
Conversion on desktop % 1.4% 6.4% 4.0%
% sales on desktop % 60.4% 69.6% 64.4%
Tablet usage 1st Quartile 3rd Quartile Average
Viewed on tablet % 20.4% 29.6% 25.7%
Bounce on tablet % 35% 50% 43%
Conversion on tablet % 1.0% 4.6% 2.9%
% sales on tablet % 20.5% 27.9% 24.3%
Mobile usage 1st Quartile 3rd Quartile Average
Viewed on mobile% 21.5% 35.2% 29.0%
Bounce on mobile % 45% 64% 51%
Conversion on mobile % 0.4% 1.7% 1.0%
% sales on mobile% 6.1% 13.1% 10.4%

 

Standout figures

Desktops account for less than half of all traffic but still produces two-thirds of sales, but mobiles have improved to be over one quarter of all visits at 29% but only 10% of sales.

* 26% of visits are viewed on tablets, mostly iPads, generating 24% of sales.

* 29% of visits are viewed on mobiles, mostly iPhones, generating 10.4% of sales (up from 9.7% in Q1 2016).

* 47% of visits are viewed on desktops, generating 64% of sales  – sales at the same level as Q4 2015.

 

The best conversion rate on a mobile was 3% – on a responsive “responsive” website (compared to 6.9% for its desktop site).

By Roger Willcocks

E-commerce benchmarks & statistics [Q1 2016]

Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period Jan-March 2016.

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 4.3 million website visitors, placing 144,000+ orders and spending £9.6 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, Really Wild Clothing, Salter, 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 £40 £108 £66
£ per visit £1.06 £2.53 £2.30
Conversion rates 1.06% 4.52% 2.80%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 35.6% 52.6% 44.4%
Home page bounce 12.9% 17.6% 19.9%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 31% 45% 39%
Bounce rate 30% 51% 42%
Conversion rate 0.94% 4.82% 2.82%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 7% 30% 19%
Bounce rate 31% 55% 44%
Conversion rate 0.79% 4.82% 2.82%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 25% 19%
Bounce rate 38% 48% 44%
Conversion rate 1.28% 4.20% 3.21%
Traffic sources = direct (none) 1st Quartile 3rd Quartile Average
% of visits 10% 18% 18%
Bounce rate 48% 63% 52%
Conversion rate 0.78% 3.98% 2.26%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 12% 10%
Bounce rate 41% 54% 50%
Conversion rate 0.77% 3.51% 2.18%

 

Stand-out out figures

* Overall conversions average at 2.8%, ranging from less than 0.5% to over 6.5%.

* The average £ per visit was £2.30.

* Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.20% – some retailers do not use email effectively or do not track it properly. 7 of the sample had roughly 20%+ of their traffic from email, with 3 retailers enjoying conversion rates from email of over 7% (the highest being 9.8%).

* Paid search produces an average of 19% of all visits, converting at 2.82%. 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: 18% versus 44%).

 

Desktop usage 1st Quartile  3rd Quartile  Average
Viewed on desktop % 44.8% 50.4% 46.7%
Bounce on desktop % 37% 50% 42%
Conversion on desktop % 1.3% 6.6% 3.8%
% sales on desktop % 63.5% 69.8% 65.2%
Tablet usage 1st Quartile  3rd Quartile  Average
Viewed on tablet % 20.9% 31.1% 25.7%
Bounce on tablet % 40% 55% 46%
Conversion on tablet % 1.0% 4.6% 2.8%
% sales on tablet % 20.9% 27.1% 25.7%
Mobile usge 1st Quartile  3rd Quartile  Average
Viewed on mobile% 19.7% 34.4% 27.6%
Bounce on mobile % 44% 59% 52%
Conversion on mobile % 0.5% 1.7% 1.1%
% sales on mobile% 5.2% 12.7% 9.7%

 

Standout figures

Desktops account for less thab half of all traffic but still produce two-thirds of sales, but mobiles have improved to be just over one quarter of all visits (but less than 10% of sales).

* 21% of visits are viewed on tablets, mostly iPads, generating 31% of sales.

* 28% of visits are viewed on mobiles, mostly iPhones, generating 9.7% of sales (up from 8% in Q4 2015).

* 47% of visits are viewed on desktops, generating 65% of sales  – sales at the same level as Q4 2015.

 

The best conversion rate on a mobile was 3% – on a responsive “responsive” website (compared to 4.% for its desktop site).

 

By Roger Willcocks

Magento basket and checkout benchmarks and statistics

Magento basket and checkout benchmarks and statistics

We have benchmarked the performance of the standard Magento basket and checkout process, using data from Google Analytics between March & May 2015.

The significant and valuable learning from this data – compiled as it is from a wide number of websites with the same technical and functional characteristics – is that the results achieved from checkouts per se vary hugely and therefore are influenced largely by other factors.

In summary, we have looked at 2.5m visitors to over 13 websites in the last 60 days (April & May 2015), all of which have the standard Magento checkout (essentially, an “accordian” step-by-step process on a single page), although each website has been customised for each brand within the standard wireframe. All the companies measured are niche brands and sell lifestyle goods with an average order value of £71.

Amongst the websites in the sample were: Atterley Road, Baldwins, Bella di Notte, Christopher Ward, Donald Russell, Force 4 Chandlery, Loake Shoes, Micro-scooters, Moss Europe, the RSPB, This Works & Van Dal

These 2.5m visitors viewed 15m pages & placed over 90,000 orders.

Magento basket statistics

The average conversion ratio was 3.66%, ranging from below 1% to close to 10%.

The average basket page views was 3.78%, representing at least a strong interest in a product and at best an intent to purchase. Note that the action “add to basket” is not recorded in Google as standard by Magento (although at Screen Pages we have started adding this as an additional piece of analytics tracking). The distribution on this metric is 1-10%. Basket page exits is the next meaningful & easily acccessible metric. The average is 10.8% with a range of 7-15%. This measures the % of visitors who leave the site at the basket page. There are a number of factors that can influence this:

– Simple lack of real purchase intent
– Poor communication of delivery charges (or perceived high charges)
– Lack of customer service information (on returns, fulfilment)
– Concerns over security & data protection
– Poor layout: standard Magento includes the main site navigation as a whole
– Weak messaging overall

Another statistic we can reliably compare is the overall ratio of orders to unique basket views. The average orders to baskets 41%, with a range of 22-63%. This implies an average abandonment rate of 59% with a range of 78-27%.

 

Conclusions

At the end of the day, success – as evidenced by the wide range of results on fundamentally identical checkouts – depends more on the brand, product and service rather than specific technical or functional characteristics. In particular, if consumers are of a mind to purchase, they will. In fact, they will overcome all sorts of classic conversion issues to purchase. They key is persuading people to buy – often before the checkout begins. That said, it is important to study visitor flows to stop potential purchasers abandon for reasons that can easily be prevented: remove any emotional, technical and practical objections to completing the order.

Does Magento have a “good” checkout? In general yes. However, it is important to include additional messaging and to work on improving the layout and terminology (for example the “R-word” is used natively for registration – a known inhibitor). Some elements – such as the US-oriented delivery calculator – should be suppressed.

10 recommendations for optimising standard Magento checkouts

1. Customise the designs/look-and-feel
2. Make the “action” buttons more prominent and double their number
3. Modify the language (for local conditions or to make it “softer”, for example remove the “r” for registration word)
4. Install post code look-ups (Screen Pages uses Postcode Anywhere)
5. Set up Paypal (more convenient for some customers and can avoid 3D, which is a nuisance on mobiles)
6. Include additional content blocks for friendly sales-oriented communication and incentives
7. Suppress the standard top navigation – it can confuse and gives more options
8. Explain the 3D authentication (if you have it) by adding a content block to
9. Add more analytics tracking to record more events
10. Add a “step back” button to make the intra-checkout navigation more easy

Pin It on Pinterest

image_1

Sign Up To Our Newsletter

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

You have Successfully Subscribed!