eCommerce benchmarks July – Oct 2017
Posted by Screen Pages on 17/07/17
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 £80. Their websites are all built on the eCommerce platform Magento. In aggregate, this latest report tracks the behaviour of 2.8 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||£51.60||£199||£141.18|
|£ per visit||£1.04||£2.14||£1.84|
|Engagement/bounce||1st Quartile||3rd Quartile||Average|
|Home page bounce||12.95%||17.82%||18.90%|
|Traffic sources = organic search||1st Quartile||3rd Quartile||Average|
|% of visits||29%||54%||43%|
|Traffic sources = paid search||1st Quartile||3rd Quartile||Average|
|% of visits||3%||25%||16%|
|Traffic sources = email||1st Quartile||3rd Quartile||Average|
|% of visits||4%||18%||14.6%|
|Traffic sources = direct||1st Quartile||3rd Quartile||Average|
|% of visits||11%||18%||16%|
|Traffic sources = referrals||1st Quartile||3rd Quartile||Average|
|% of visits||5%||12%||9%|
Stand-out out figures
- Overall conversions average at 2.35%, ranging from 0.26% to 9.88%.
- The average £ per visit was £1.84.
- Email remains the best source of revenues. When executed well email produces extremely well, converting at 3.4% – 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 12.2%.
- Paid search produces an average of 16% of all visits, converting at 3.11%. Four businesses enjoyed conversion rates on paid traffic of over 5%.
- Bounce rates (as a measure of engagement) show a large gap between home pages (which get a lot of marketing attention) and all other pages: 18.9% versus 46.67%).
|Desktop usage||1st Quartile||3rd Quartile||Average|
|Bounce on desktop %||34.77%||49.15%||41.13%|
|Conversion on desktop %||0.97%||4.390%||3.4%|
|Tablet usage||1st Quartile||3rd Quartile||Average|
|Bounce on tablet %||40.03%||53.36%||47.09%|
|Conversion on tablet %||0.79%||3.75%||2.5%|
|Mobile usage||1st Quartile||3rd Quartile||Average|
|Bounce on mobile %||52.57%||61.09%||55.5%|
|Conversion on mobile %||0.24%||0.96%||0.8%|
Bounce rates are lowest and conversions highest on desktops. However, three businesses were seeing conversion ratios in excess of 2% on mobile with the highest being 2.6%.
By Sarah Willcocks, CEO