eCommerce benchmarks April – June 2017

eCommerce benchmarks April – June 2017

eCommerce benchmarks April – June 2017

Posted by Screen Pages on 17/07/17

Screen Pages has released eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites, for the period April-June 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 with average order values of £76. The websites all use the eCommerce 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 £44 £121 £74.55
£ per visit £0.80 £2.46 £2.45
Conversion rates 0.76% 3.96% 2.69%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 40.61% 57.30% 46.50%
Home page bounce 12.93% 17.91% 19.20%
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 1.27% 5.07% 3.27%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 18% 12.40%
Bounce rate 32% 49% 36%
Conversion rate 0.91% 4.64% 4.05%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 12% 13% 16%
Bounce rate 42% 64% 50%
Conversion rate 0.70% 4.59% 2.69%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 12% 10%
Bounce rate 40% 57% 48%
Conversion rate 0.69% 2.12% 1.72%

Stand-out out figures

  • Overall conversions average at 2.69%, ranging from 0.37% to 9.11%.
  • The average £ per visit was £2.45.
  • Email remains the best source of revenues. When executed well email produces extremely well, converting at 4.05% – some retailers do not use email effectively or do not track it properly. Four businesses included in the sample had at least 20%+ of their traffic from email, enjoying conversion rates up to 14.92%.
  • Paid search produces an average of 19% of all visits, converting at 3.27%. 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 46.5%).
Desktop usage 1st Quartile          3rd Quartile          Average     
Bounce on desktop % 30.10% 49.76% 39.05%
Conversion on desktop % 1.39% 5.70% 4.0%
Tablet usage 1st Quartile 3rd Quartile Average
Bounce on tablet % 37.15% 53.94% 44.18%
Conversion on tablet % 0.77% 4.56% 2.9%
Mobile usage 1st Quartile 3rd Quartile Average
Bounce on mobile % 46.48% 60.76% 53.20%
Conversion on mobile % 0.35% 1% 0.9%

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 2.5%.

By Sarah Willcocks, Director

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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

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