B2B eCommerce benchmarks – Q1 2019

Posted by Screen Pages on 16/04/2019

Check out the Google Analytics benchmark data from Jan through March 2019 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 of £148. 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 half a million website visitors across 6 businesses.

Online retailers whose data was benchmarked include Moss, Agar Scientific, Carlton Sales, Mast Digital and Specialist Crafts.

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

Overall KPIs

Average

Average order value

£148

£ per visit

£2.60

Conversion rate

2.05%

Engagement/bounce

Average

Bounce rate

44.5%

Traffic sources = organic search

Average

% of visits

49%

Bounce rate

41%

Conversion rate

2%

Traffic sources = paid search

Average

% of visits

25%

Bounce rate

58%

Conversion rate

1.37%

Traffic sources = email

Average

% of visits

2%

Bounce rate

36%

Conversion rate

1.73%

Traffic sources = direct

Average

% of visits

26%

Bounce rate

43%

Conversion rate

2.34%

Traffic sources = referrals

Average

% of visits

6%

Bounce rate

41%

Conversion rate

2%

Stand-out out figures

  • The average order value ranged from £123 to £857.
  • Organic search was the source of over half of all traffic.
  • Only 1% of traffic came from email marketing, indicating that B2B retailers could benefit from increasing their email marketing activities.
  • Whilst paid search brings in 25% of visitors, it had the highest bounce rate of all traffic sources at 58%, possibly indicating that the ad words and ad criteria used should be more relevant and demonstrative of the company and its products.

Desktop usage

Average     

Bounce on desktop %

41%

Conversion on desktop %

2.5%

Tablet usage

Average

Bounce on tablet %

45%

Conversion on tablet %

1.6%

Mobile usage

Average

Bounce on mobile %

50%

Conversion on mobile %

0.9%

Standout figures

  • Desktop continued to have the lowest bounce rate (41%) and highest conversation rate (2.5%) of all devices.
  • Although bounce rates have slightly increased on tablet and mobile, conversion rates have also increased incrementally compared to Q1 2018.

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

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