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%.



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

UK e-commerce sales up 13% YOY in April

The IMRG & Cap Gemini have released their latest online retail growth statistics: the figures show  online sales grew 13% year-on-year in April – following an unprecedented four months of single-digit growth.

Highlights of the report are:

  • Online sales up 13% year-on-year in April – following four months of single-digit growth
  • 4% month-on-month growth – highest for the month of April since 2007
  • Travel sector records 20% growth
  • The Index celebrates 15 years of tracking UK online sales – estimated £640 bn spent online since April 2000
  • April also saw the highest conversion rate yet seen in 2015 at 4.6%.
  • Improvements in average temperatures seemed to provide a boost to clothing – where sales growth was up 15%, its best performance in 2015 so far.
Read the full news release on the IMRG website.

E-commerce traffic & conversion benchmarks [statistics]: Xmas 2014

Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the Christmas trading period (November 1st to December 31st) 2014 – with comparison data from 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 nearly 3m website visitors, placing ca. 130,000 orders and spending close to £10 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 vs. Oct 14
Average order value £59 £91 £75 +£2
£ per visit £1.28 £4.68 £3.31 +£0.89
Conversion rates 1.41% 6.54% 4.44% +1.1%
Bounce rate 34.4% 44.2% 43.2% +2.3%
Home page bounce 13.8% 21.1% 21.4% 0.5%
Traffic sources = organic search
% of visits 37% 45% 43% -3%
Bounce rate 31% 56% 41% 0%
Conversion rate 1.35% 4.59% 3.08% +0.64%
Traffic sources = paid search
% of visits 12% 28% 20% +3%
Bounce rate 28% 56% 43% -3%
Conversion rate 1.58% 5.57% 4.02% +0.2%
Traffic sources = email
% of visits 7% 28% 20% +2%
Bounce rate 32% 38% 36% +4%
Conversion rate 1.5% 5.54% 4.72% +0.92%
Traffic sources = direct (none)
% of visits 10% 14% 15% -1%
Bounce rate 40% 52% 47% +1%
Conversion rate 1.25% 6.28% 3.68% +1.01%
Traffic sources = referrals
% of visits 5% 14% 12% +2%
Bounce rate 40% 52% 50% +1%
Conversion rate 0.96% 2.77% 1.98% +0.55%


Standout out figures

* Overall conversions average at 4.4% – up from 3.3%

* Engagement (as measured by bounce rates) generally down – but showing a slight improvement on home pages (down 0.5 to 21.4%)

* Email (when executed well) produces extremely well, converting at an average  of 4.72% – some retailers do not use email effectively or do not (conversions range from 1.5% to 5.5%). Compared to October, e-mail conversions were up 0.92%.

* Paid search brought in 3% more traffic (20%), with a modest improvement in conversions at 4.02%.


Desktop usage 1st Quartile  3rd Quartile  Average  Vs. Oct 14
Viewed on desktop % 49.5% 54.7% 49.5% -0.9%
Bounce on desktop % 34% 44% 39% 9%
Conversion on desktop % 1.9% 9.2% 6.0% +1.5%
% sales on desktop % 64.7% 73.8% 66.5% -3.9%
Tablet usage
Viewed on tablet % 24.5% 31.8% 25.0% -1.67%
Bounce on tablet % 40% 51% 44% +3%
Conversion on tablet % 1.3% 4.9% 4.3% +1.4%
% sales on tablet % 24.5% 31.8% 25.0% +0.9%
Mobile usage
Viewed on mobile% 15.5% 26.3% 22.0% +1.1%
Bounce on mobile % 46% 67% 54% -6%
Conversion on mobile % 0.5% 1.7% 1.5% +0.6%
% sales on mobile% 4.5% 8.2% 7.2% +2.1%


Standout out figures

* Tablet visits decreased  (down 1.67%), making 25% of all traffic, but with conversions up 1.4% to 4.3%, contributed a quarter of revenues

* 22% of visits are viewed on mobiles (up 1.1%), mostly iPhones, generating 7.2% of sales (up 2.1% with conversions improved 0.6% to 1.5%).

* Desktops views slipped below 50% (down 0.9%), but generated two-thirds of all sales with average conversions of 5% (up 1.5%).



The figures confirm overall increases in trading activity for the Christmas (as you would expect). Email promotions clearly had an impact, backed by paid search, where deployed. With the increase in marketing, initial bounce rates increased, but this was more than offset by increases in conversions.

Device data reinforces the increased usage of mobile phones (although tablet visits were down, oddly). Encouragingly, conversions on mobiles were higher and sales were not compromised by small screens.


By Roger Willcocks

E-commerce stats: Black Friday & Cyber Monday

We looked at website traffic and sales data from Black Friday (November 28) to Cyber Monday (December 1) & compared it with equivalent period in 2013 ( (November 29 to December 2).

Screen Pages’ clients studied in the analysis included Atterley Road, Begg & Co, Choc on Choc, Christopher Ward, Donald Russell, Force 4, Loake, Micro-Scooters, the RSPB, This Works, Tuff Luv and Van Dal. Combined the study tracked nearly quarter of a million visitors placing over 15,000 orders worth £1.2m.

Stand-out figures are:

  • Average number of visitors up 46%
  • Average conversion ratio (visits:orders) was 6.34% – this represents an increase from last year at 6.15%
  • Sales doubled on average (up 204%)
  • Mobile usage increased from 16.5% to 22.6% – in one case, mobiles were used by one third of all visitors
  • Tablet usage increased from 26% to 29% – in one case, tablets were used by 41% of all visitors

Industry reports:

  • According to personalisation specialist, Monetate, UK Cyber Monday traffic grew by 20.8%
  • Peerius reported traffic increases of 50%
  • John Lewis’ online sales grew by 42%






Mobile usage: latest data from e-commerce websites [stats]

Mobile usage: latest data from e-commerce websites [stats]

We ran a quick snapshot of mobile usage on 18 e-commerce websites for the last month compared to the previous year.

Via Google Analytics, we looked at how and which social media drove traffic and sales to 20 e-commerce websites, including Atterley Road, Force4, Loake, This Works, Bella di Notte, Real Flowers, RSPB & Watco.

Overall findings are:

  • Desktop down 11%
  • Tablet up 5%
  • Mobile up 6%

“Mobile” devices in total (small screen phones and tablets) are nearly half of e-commerce usage at 46%. For nearly one quarter of the sites, desktop usage has dipped below 50%, with one business’ desktop website only being used by 34% pf all visitors in the past month.

Three of the websites showed tablet usage at over one third of all traffic.

The lowest usage of mobile phones (at 9%) was shown in a company whose demographic is “64 year old women”: the highest being 40%.


Other reading:

Mobile usage in email marketing

Mobile usage on Cyber Monday


Affluents prefer emails to texts [statistics]

Affluents prefer emails to texts [statistics]

Interesting analysis from Emarketer regarding the willingness to receive texts as opposed to emails from luxury brands.

“Just 17% of US affluent internet users, those with an income of $150,000 or more, had signed up or were somewhat/very likely to opt in to messages from a luxury brand…Instead, emails may be the way into affluents’ digital inboxes, with 49% of respondents saying they had or were somewhat/very likely to opt in to receiving emails from a luxury brand.”

Here’s the straight comparison:


The research also uncovered that 22% researched online and then purchased in-store and only 15% researched in-store and then bought online.

See the whole article here.

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