eCommerce Benchmarks October 17

eCommerce Benchmarks October 17

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
Conversion rates 0.72% 3.00% 2.35%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 37.36% 57.41% 46.67%
Home page bounce 12.95% 17.82% 18.90%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 29% 54% 43%
Bounce rate 31% 44% 41%
Conversion rate 0.73% 3.01% 2.05%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 3% 25% 16%
Bounce rate 33% 62% 45%
Conversion rate 0.67% 4.58% 3.11%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 4% 18% 14.6%
Bounce rate 38% 48% 43%
Conversion rate 1.18% 4.26% 3.4%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 11% 18% 16%
Bounce rate 43% 61% 51%
Conversion rate 0.66% 3.71% 2.05%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 5% 12% 9%
Bounce rate 43% 61% 51%
Conversion rate 0.66% 3.71% 2.05%

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%

Standout figures

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

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Client Event overview – October 2017

Client Event overview – October 2017

Screen Pages Client Event overview – October 2017

Posted by Screen Pages on 24/10/17

Screen Pages hosted their October Client Event at the Dotmailer HQ, which was a great opportunity to network and discuss everything eCommerce. There were some great speakers from Epsilon Abacus, Magento, The Typeface Group, JMango, Olapic & more. Below is a quick overview of the event along with all the slides presented on the day.

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Sarah Willcocks presents at Epsilon Abacus Insights

Sarah Willcocks presents at Epsilon Abacus Insights

Sarah Willcocks presents at Epsilon Abacus Insights

Posted by Screen Pages on 11/10/17

Sarah Willcocks, Screen Pages Co-owner and CEO, was invited to present on “Key trends impacting the multi-channel retail environment” at Epsilon Abacus Insights on 5th October 2017, 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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Screen Pages appoints Tom Day as Managing Director

Screen Pages appoints Tom Day as Managing Director

Screen Pages appoints Tom Day as Managing Director

Posted by Screen Pages on 21/09/17

Screen Pages, the leading provider of managed eCommerce services to multi-channel retailers, B2B and mail order companies, has appointed Tom Day as Managing Director.

The appointment is part of an overall growth strategy to further expand an already well established Magento practice as well as build a robust Shopify Plus practice for those merchants who are looking for a SAAS solution.

Tom was previously Client Services Director at Screen Pages, where he was responsible for overall client project delivery. Thomas joined Screen Pages in 2005 from a highly regarded direct marketing agency, and has worked on over 100 Magento projects since 2008. Working in the digital sector since 2002, he has gained substantial experience in the fields of eCommerce, online marketing, website design and development as well as project management and technical implementation.

“I’m delighted to take on the role of Managing Director and lead our continued investment into delivering best practice eCommerce solutions for our clients on Magento and Shopify Plus”

Tom, Managing Director

“Tom has a deep knowledge of Screen Pages Ltd, having worked here for over 12 years in a variety of roles.  He is ideally placed to provide both continuity and progression in the business as we continue to focus on providing our customers with professional, well managed solutions”

Sarah Willcocks, CEO

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4 Reasons Your eCommerce Business Needs an App

4 Reasons Your eCommerce Business Needs an App

4 Reasons Your eCommerce Business Needs an App

Posted by Screen Pages on 29/08/17

If you’re an eCommerce vendor, your shopping app is more important than ever.

That’s because mobile apps are the best performing channel in eCommerce right now. Case in point: ASOS Chairman Brian McBride recently announced that their app drives 50% more transactions than their website, with users buying more; staying longer; returning more often.

Meanwhile 29 of the UK’s top 50 eCommerce retail stores already have an app, and the remaining 21 are about to join them.

With that in mind, there’s no better time to take a look at what’s happening in the world of mobile apps today. In this article, we’ll show you what you need to know by covering the 4 main reasons your eCommerce business needs an app.

We’ll start with…

Reason #1 – Better Mobile User Experiences

User experiences are the single most important factor in desktop and mobile-based purchasing decisions. For example, a one-second delay in page load times can result in a 7% loss in conversions.

This means that a page that takes over 7 seconds to load will lose you half (49%) of your potential business. And this is just load times! As you can imagine, there are many other ways in which UX (user experience) can make or break your business. 

When it comes to eCommerce, this makes native apps a natural choice. These apps are different from mobile websites in two key ways.

First, they’re (partly) stored on a user’s device. Second, they’re developed for a specific operating system (like iOS or Android). These advantages mean native apps load faster, work more intuitively and offer extra features like push notifications. All of this improves consumers’ experiences, helping you win their business more effectively.

Just consider that research from Compuware shows that 85% of customers prefer apps over mobile sites because of reasons like…

1. Convenience
2. Fast product page load times
3. Ease of use
4. Faster, easier check-outs
5. Stored user information
6. Better deals

Naturally, these benefits apply to native apps above all other kinds.

Of course, this doesn’t mean that all your customers want to use your app. It’s best to give them a choice; for example, by prompting them to download your app when they visit your mobile website through a smart app banner. That way, consumers can decide for themselves – and you can win by using both channels for your marketing

Reason #2 – Retailers Need Apps to Drive User Engagement

You can have a perfect website, app or social media page, but if users aren’t engaging with it… If they’re not actively opening it, consuming content and driving referrals… Your asset is doing nothing for your bottom line.

That’s why it’s important to know that apps are not only superior, but necessary for driving engagement in 2017 and beyond. This is mainly because consumers aren’t using their browsers these days. Only 10% of mobile uptime is spent surfing the internet. The remaining 90% of mobile device usage is driven by apps. Put simply, this means you can’t have any real mobile engagement without an app.

This is especially relevant for eCommerce businesses. Retail apps get opened more than any other app type, at 17.5 launches a month. Marketing statistics can be misleading at times, but here, it’s clear that consumers love using (and returning to) mobile apps.

And they’re not just returning, either. Mobile app users make more repeat purchases too. With apps, users return 2x faster, spend 30% more and view 4x more products than they do on websites. This is confirmed in multiple studies – like the bol.com one where web app consumers beat the control group by 30% in terms of spending.

Of course, it helps that push notifications are opened up to 90% of the time, compared to 10-20% for e-mails (depending on industry). This means you can just about press a button and send most of your previous consumers running back to your store. Wonderful, right?

Next up, let’s take a look at how the engagement and UX advantages of apps affect conversions: the factor that shapes your bottom line more than any other.

Reason #3 – Retailers Need Apps for a Better Conversion Rate

Engagement and excellent user experiences are wonderful… But let’s take a minute to discuss exactly how they affect your bottom line: the one thing that really matters.

Today, mobile devices drive 62% of all eCommerce traffic. That’s a massive opportunity… But when consumers use mobile websites, they end up leaving their carts up to 97% of the time. Horrid, right? If you don’t have an app, almost all your customers are going to leave your store without buying anything. How disappointing!

Getting an app fixes this by dropping cart abandonment down to 20%: a massive difference of nearly 5x. Together with the boost provided by better user experiences and superior engagement, this results in 189% more conversions than you get with a mobile website.

This is the kind of difference that can make or break a business – and it’s the bottom line for why retailers need eCommerce apps. And as a cherry on the proverbial cake, apps don’t just help you convert a lot more business. They also drive hordes of interested customers your way, making it real easy to benefit from high conversion rates.

Reason #4 – Retailers Need Apps to Rank Well with SEO

Modern search engines index app content alongside website content when determining your SERP position. This means that having an app, indexing it and syncing it with your site gives you a strong search engine boost.

If you do everything right, this can double your SEO and slingshot you up SERP and App Store rankings.

Results obtained through app indexing actually are prioritised above regular web results by both Apple and Google. Without an app, it will become almost impossible to be on page 1 of the mobile search results – and with an app, you’ve got double the chances to rank highly. Today, app indexing is available for both Android and iOS apps. Google recently announced that it will even index locked content inside apps, conferring even more SEO benefits to app owners and developers.

And there you have it – 4 key reasons retailers need and rely on apps today are:

1. Better user experiences
2. Superior engagement
3. Improved conversions
4. More organic SEO traffic

The only reason not to have an app in 2017? None.

A lot of people don’t know that you can turn a Magento online store into a native shopping app in just a few days or weeks without any big set-up costs. Once you’ve installed the plugin, the app is deeply integrated with your Magento backend and payment gateways.

Due to this integration all in-app orders, user id’s, payments and stock levels are synched 24/7, making app management super easy. This is why Magento chose to give its innovation award to JMango360: the #1 solution for shop owners who want a top-notch app quickly and for a fair price.

JMango-apps feature unlimited and rich push messaging, advanced app analytics, stored data for fast checkouts and customisable designs to match your brand’s look & feel perfectly.

You can request a demo here. During the demonstration you will see a sneak preview of what your app will look like and how easy app-management will be.

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Screen Pages Client Event October 2017

Screen Pages Client Event October 2017

FREE Client Event – October 2017

Posted by Screen Pages on 25/08/17

We have pleasure in inviting you to the next Screen Pages’ client event on Tuesday 17th October 2017.

The event will be at 1 London Bridge, SE1 9BG, the 9th floor offices of Dotmailer from 12:30 – a new and easily accessible venue for our client day. We’ll be providing a light sandwich lunch as well as the opportunity to stay & chat over a glass of wine or a cold beer from 5:30.

There will be a full and exciting agenda including Magento 2, online marketing and mobile apps, with ample opportunity to network and swap ideas. Main topics this time will include 10 ways to generate customer content from Dotmailer, find out more about ‘The App Economy’ from JMango 360 and the current Amazon Pay programme. Plus the very latest news from Magento & Screen Pages and an informative & inspiring panel session at the end of the afternoon.

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 17th October 2017
12.30 – 18.30

On the agenda so far we have:

  • Dotmailer | 10 ways to generate customer content
  • J Mango 360 | The App Economy
  • Magento 2.2 Features
  • The Typeface Group | Social Marketing
  • Epsilon Abacus | The importance of printed catalogues in eCommerce
  • Plus all the latest news, ideas & recent work from us at Screen Pages.

At this stage, we are saying a limit of 2 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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