B2B eCommerce benchmark data [Q1 2020]

Posted by Screen Pages on 02/04/2020

Check out our Google Analytics benchmark data from January – March 2020 for B2B eCommerce websites.

The businesses indexed are limited to B2B retailers whose online sales range up to £5m per annum with average order values ranging from £149 to £568. Their websites are all built on the eCommerce platform Magento (an Adobe Company) on either version 1 or 2. In aggregate, this latest report tracks the behaviour of over 250,000 website visitors across 6 businesses.

Online retailers whose data was benchmarked include Specialist Crafts, The Ramp People and Carlton Sales.

The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

Overall KPIs

Average

Average order value

£271

£ per visit

£3.38

Conversion rate

1.71%

Engagement/bounce

Average

Bounce rate

47.26%

Traffic sources = organic search

Average

% of visits

50%

Bounce rate

44%

Conversion rate

1.64%

Traffic sources = paid search

Average

% of visits

31%

Bounce rate

52%

Conversion rate

1.09%

Traffic sources = email

Average

% of visits

5%

Bounce rate

36%

Conversion rate

4.58%

Traffic sources = direct

Average

% of visits

21%

Bounce rate

49%

Conversion rate

2.36%

Traffic sources = referrals

Average

% of visits

4%

Bounce rate

44%

Conversion rate

1.57%

Standout figures

  • While average order values fell slightly, average conversion rates increased compared to last quarter.
  • Organic search brought slightly fewer visitors but converted better than last quarter.
  • The opposite is true for paid search which brought more visitors this quarter than in Q4 2019 but had a lower conversion rate.
  • The starkest change can be seen in email traffic which doubled since last quarter but actually converted more than 4x higher than that period. This indicates that B2B businesses can benefit immensely from good email marketing strategies.
  • Finally, while traffic from referrals decreased by almost a half, conversion rates from direct traffic increased.

Desktop usage

Average     

% of visits

61.4%

Bounce on desktop %

39%

Conversion on desktop %

2.4%

Tablet usage

Average

% of visits

4.7%

Bounce on tablet %

46%

Conversion on tablet %

0.9%

Mobile usage

Average

% of visits

33.9%

Bounce on mobile %

51%

Conversion on mobile %

0.4%

Standout figures

  • While desktop traffic decreased, there was an incremental increase in conversion rates.
  • Two out of the 6 businesses saw over 40% of their traffic coming from mobile devices but conversion rates on mobile remained under 1% which indicates that there is significant room for improvement in the mobile user experience.
  • Traffic from tablets decreased again indicating that this is not an area of growth for B2B merchants and they should best focus on mobile.
  • While there was a decrease in traffic from tablets, there was an increase in traffic from mobile devices. However, mobile conversion rates stayed at the same level indicating that B2B eCommerce websites should be ensuring that they are responsive and mobile-friendly to bridge the gap.

Device

Site search usage

Conversion Rate from site search

Bounce Rate from site search

Desktop

12.2%

6.9%

12.5%

Mobile

3.9%

1.9%

18.6%

Tablet

6.7%

4.8%

15.8%

Standout figures

  • Visits using search led to an increase in conversion rates for desktop.
  • Conversion ratios from search are relatively high against the overall average.
  • Mobile site search usage and conversions both fell compared to last quarter, possibly indicating once again that B2B businesses should ensure their search is prominent and easy to use on mobile devices.

Disclaimer: Google Analytics data is not always 100% accurate.

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