eCommerce benchmarks Oct – Dec 2017

eCommerce benchmarks Oct – Dec 2017

eCommerce benchmarks Oct – Dec 2017

Posted by Screen Pages on 28/02/18

Check out the latest quarterly eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites.

The businesses indexed are limited to multichannel retailers whose online sales range up to £15m per annum with average order values of £136. Their websites are all built on the eCommerce platform Magento. In aggregate, this latest report tracks the behaviour of 5.2 million website visitors across 19 businesses.

Online retailers whose data was benchmarked include Margaret Howell, 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 £43.57 £191 £136.22
£ per visit £1.21 £2.38 £2.11
Conversion rates 0.94% 4.18% 2.72%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 33.55% 55.48% 44.83%
Home page bounce 12.95% 17.82% 18.90%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 29% 51% 43%
Bounce rate 30% 46% 40%
Conversion rate 0.86% 4.01% 2.29%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 5% 27% 16%
Bounce rate 32% 66% 48%
Conversion rate 0.8% 4.79% 3.52%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 5% 21% 15.8%
Bounce rate 35% 44% 40%
Conversion rate 1.25% 3.95% 3.56%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 12% 19% 16%
Bounce rate 41% 56% 49%
Conversion rate 0.8% 5.09% 2.64%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 5% 11% 9%
Bounce rate 35% 50% 44%
Conversion rate 0.91% 2.53% 3.27%

Stand-out out figures

  • Overall conversions averaged at 2.72%, ranging from 0.36% to 9.13%.  This represented an increase on the previous 3 months due to Christmas trading.
  • The average £ per visit was £2.11 (also due to Christmas trading).
  • Email remained the best source of revenues, converting at 3.56% on average, but only just compared to paid search which converted at 3.52% on average. Two businesses included in the sample had at least 50%+ of their traffic from email, with one of those enjoying conversion rates of 10.44%.  The highest conversion rate for email was 13.22%.
  • Paid search produced an average of 16% of all visits, converting at 3.52%. Four businesses enjoyed conversion rates on paid traffic of well over 5% with the highest being 11.08%.
  • Bounce rates (as a measure of engagement) showed a large gap between home pages (which get a lot of marketing attention) and all other pages: 18.9% versus 44.83%).  Three merchants had bounce rates of over 60% on other pages which indicates a requirement for more engaging content throughout the site as a significant amount of traffic comes directly into category and product pages.
Desktop usage 1st Quartile          3rd Quartile          Average     
Bounce on desktop % 31.88% 49.64% 42.37%
Conversion on desktop % 1.32% 5.69% 4%
Tablet usage 1st Quartile 3rd Quartile Average
Bounce on tablet % 37.96% 45.68% 42.92%
Conversion on tablet % 0.8% 4.49% 2.9%
Mobile usage 1st Quartile 3rd Quartile Average
Bounce on mobile % 39.39% 60.48% 50.7%
Conversion on mobile % 0.33% 1.06% 1.1%

Standout figures

Bounce rates remain lowest and conversions highest on desktops which is no surprise.  However, conversion rates on mobile continue to rise with three businesses were seeing conversion ratios in excess of 3% (compared to 2% in the previous 3 months) with the highest being 3.7% which is significantly higher than the average conversion rate of 2.72% across all merchants in the sample.

By Sarah Willcocks, CEO

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Register for Screen Pages’ client event 20th March 2018

Register for Screen Pages’ client event 20th March 2018

Screen Pages’ client event on Tuesday 20th March 2018

Posted by Screen Pages on 13/02/18

We have pleasure in inviting you to our next Screen Pages’ client event on Tuesday 20th March 2018. The event will be at Dotmailer’s HQ, 1 London Bridge, SE1 9BG, from 12:30pm. We’ll be providing a light buffet lunch as well as the opportunity to stay & chat over a glass of wine or a cold beer from 5:30pm.

There’ll be a full and exciting agenda from our event sponsors, with ample opportunity to network and swap ideas with your peers.

On the agenda so far we have:

  • Dotmailer – the marketing automation platform provider for global marketers.
  • Brightpearl – the retail management system provider for omnichannel growth.
  • Foregenix – the global leader in digital forensics and information security.
  • Adyen – the global payment company that allows businesses to accept eCommerce, mobile, and point-of-sale payments.
  • Yotpo – the user-generated content marketing platform provider.
  • Nosto – the personalised shopping experience platform provider.
  • Plus all the latest news, ideas & recent work from us at Screen Pages.

We normally have over 60 clients in attendance and the events prove very popular.

Location

9th Floor
1 London Bridge
London SE1 9BG

Date & Time

Tuesday 20th March 2018
12.30 – 18.30

At this stage, we are saying a limit of 3 per organisation – there’s no charge, but please RSVP ASAP so we can confirm catering arrangements. Don’t forget to let us know if you have any specific dietary requirements too.

We do hope we’ll see you on the day!

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Sarah Willcocks presents at Epsilon Abacus Masterclass

Sarah Willcocks presents at Epsilon Abacus Masterclass

Sarah Willcocks presents at Epsilon Abacus Masterclass

Posted by Screen Pages on 08/02/18

Sarah Willcocks, Screen Pages Co-owner and CEO, was invited to present on “Ensuring your site supports direct mail” at Epsilon Abacus Masterclass on 7th February 2018, in Central London.

Epsilon Abacus is the custodian of the Abacus Alliance. Every week 500 multi-channel brands contribute their customer transactional data into the Alliance. Critical information including what people have bought, what they have spent, when they have spent, how often they have purchased. We help all the members use the Alliance to improve their marketing effectiveness, deliver a greater return on their marketing investment and grow their businesses.

Here are the slides that Sarah presented along with a few pictures from the day.

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Motocaddy launches a new responsive Magento 2.1 website

Motocaddy launches a new responsive Magento 2.1 website

Motocaddy launches a new responsive Magento 2.1 website

Posted by Screen Pages on 01/02/18

Motocaddy, the British award winning manufacturer of electric and push model golf trolleys, recently launched a new responsive site on Magento 2.1. The site was designed and developed by Screen Pages, a leading Magento Enterprise Solution Partner based in the UK. The site can be visited at www.motocaddy.com

Motocaddy was founded in 2004 to bring the very best in design, build and functionality to golfers of all ages and abilities looking for reliable and affordable golf trolleys.

Since then, Motocaddy has built a strong reputation for consumer research and product development and has led the drive towards Lithium as the most efficient and cost-effective battery option for powered golf trolleys.

Motocaddy’s golf trolleys and accessories are available online and through a network of retailers and distributers in over 40 countries worldwide.

The new website’s capabilities include:

  • Responsive Redesign on Magento 2.1
  • Improved checkout with Credit Card, Amazon & PayPal payment options
  • Two-factor authentication for security
  • GEO-IP location for customers outside the UK
  • 11 country sites
  • Google maps store locator
  • Migration of M1 data to M2
  • Integration with Klevu for improved search
  • Integration with Netsuite for stock, order & order status updates
  • Integration with Mailchimp for improved email marketing campaigns
  • Implementation of gift card functionality
  • Implementation of a blogging extension for improved engagement with the golfing community

The site was commissioned in the summer of 2017 and launched in January 2018.  Motocaddy’s motivation behind building the new site was to improve the user experience on mobile, increase conversion rates and grow average order values.

“We have been working with Motocaddy since 2013 and are delighted to be able to help them grow their business further online by combining our experience in best practice eCommerce combined with the features and functions available in Magento 2.”

Sarah Willcocks, CEO Screen Pages

“Motocaddy wanted to work with an eCommerce agency with a professional approach and a proven track record in Magento 2. Screen Pages’ Management, Design and Technical Teams have been a pleasure to work with and we are looking forward to the exciting opportunities offered by our new website.”

Oliver Churcher, Marketing Manager Motocaddy

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Begg & Co launches a new responsive Magento 2.1 website

Begg & Co launches a new responsive Magento 2.1 website

Begg & Co launches a new responsive Magento 2.1 website

Posted by Screen Pages on 24/02/18

The luxury accessory brand Begg & Co, launched a new responsive eCommerce site in November 2017. The site was built by Screen Pages, one of the UK’s leading Magento Solution Partners. The site can be visited at www.beggandcompany.com

Established as Alex Begg & Company in 1866 in the Scottish town of Paisley, the company handcrafts luxury scarves, stoles, wraps and throws and combines time-honoured traditional weaving and finishing methods with cutting-edge production techniques. Until recently, Alex Begg & Company was mostly supplying to luxury designer brands but in 2012 the company took the decision to start selling directly to consumers and the new luxury fashion brand ‘Begg & Co’ was created.

The chief elements of the brief for the new Magento 2.1 website included:

  • A new clean, simple responsive B2C interface to better showcase Begg’s luxury goods
  • Faceted navigation allowing customers to more easily find their desired products
  • Klevu for natural language search
  • Amazon Pay, PayPal & SagePay credit card payment options allowing customers to choose their preferred payment option
  • Dotmailer integration for automated email marketing campaigns and segmentation
  • USD, EUR & China specific websites for market growth
  • Gift vouchers
  • Postcode Anywhere integration for a more streamlined checkout experience for customers
  • Fast and reliable hosting (at Cogeco Peer1)

“Begg has a very strong heritage, a premium product range and manufactures the highest quality for the luxury sector. We needed an agency which could provide professional, sound eCommerce experience and insight, capable of delivering reliably against our brief in the timescales we required: I am pleased to say that Screen Pages has met our expectations.”

Ann Ryley, Sales & Marketing Director of Begg & Co

“Begg’s products are of the highest quality in the luxury sector, combining over 150 years of heritage with innovation and sustained excellence. It’s very exciting to be working with Begg’s team and creative agency to open up a new consumer channel and to provide eCommerce support to its existing retailers and stockists.”

Sarah Willcocks, CEO at Screen Pages

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Screen Pages CEO Sarah Willcocks to present at Epsilon Masterclass

Screen Pages CEO Sarah Willcocks to present at Epsilon Masterclass

Screen Pages CEO Sarah Willcocks to present at Epsilon Masterclass

Posted by Screen Pages on 16/01/18

Sarah Willcocks, Screen Pages Co-owner and CEO, has been invited to present on “Key trends impacting the multi-channel retail environment” at Epsilon Abacus Masterclass on the 7th February 2018, in Central London.

Who’s attending the event?

With contributions from Joe Fletcher, eCommerce Director at beauty brand This Works,  specialist print consultant Webmart and eCommerce website builders Screen Pages, this practical Masterclass walks you through the key elements of building an effective catalogue channel to support your online activity.

Free to attend, by coming along you will:

  • find out how to develop a catalogue to drive online sales
  • understand the right metrics for measuring your success
  • hear from a digital expert on his experiences and tips on adopting direct mail into a digital-first business
  • know how design impacts your costs
  • discover how a catalogue establishes a connection, improves engagement and builds your brand
  • hear how pure-play companies are integrating a catalogue to drive business growth
  • learn tips to make sure your website supports your direct mail activity
  • appreciate the importance of measuring Lifetime Value

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