B2B eCommerce benchmarks – Q2 2019

Posted by Screen Pages on 01/07/2019

Check out the Google Analytics benchmark data from April – June 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 £141. 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

£141

£ per visit

£2.50

Conversion rate

1.8%

Engagement/bounce

Average

Bounce rate

40.8%

Traffic sources = organic search

Average

% of visits

52%

Bounce rate

39%

Conversion rate

1.69%

Traffic sources = paid search

Average

% of visits

28%

Bounce rate

48%

Conversion rate

0.96%

Traffic sources = email

Average

% of visits

3%

Bounce rate

36%

Conversion rate

2%

Traffic sources = direct

Average

% of visits

22%

Bounce rate

41%

Conversion rate

2.3%

Traffic sources = referrals

Average

% of visits

4%

Bounce rate

33%

Conversion rate

3%

Stand-out out figures

  • The average order value ranged from £122 to £746 and saw a slight decrease from Q1.
  • Organic search continues to be the source of over half of all traffic.
  • Overall bounce rates reduced in comparison to Q1.
  • Traffic from email marketing saw a slight increase.
  • Direct traffic brought just over 20% of visitors but converted at 2.3%, indicating that there is still work to do on improving customer journeys.

Desktop usage

Average     

Bounce on desktop %

32%

Conversion on desktop %

2%

Tablet usage

Average

Bounce on tablet %

37%

Conversion on tablet %

1.4%

Mobile usage

Average

Bounce on mobile %

43%

Conversion on mobile %

0.8%

Stand-out out figures

  • 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 as it converts well.
  • 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.

Device

Site search usage

Conversion Rate from site search

Bounce Rate from site search

Desktop

11.7%

3.3%

12.5%

Mobile

5.2%

2.1%

19.2%

Tablet

6.7%

2.6%

15.3%

Standout figures

  • Bounce rates were lower and conversion rates higher than average for site search traffic.
  • Site search works best on desktops and has the highest bounce rate on mobile, indicating that merchants need to do a better job of improving this on mobile.

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

Make an enquiry

Email opt in (optional)

14 + 15 =

For information on how we process the data that you give us, please see our privacy policy.

Contact us

4 The Courtyard, Wisley Lane, Surrey, GU23 6QL

 

Connect with us

Sign Up To Our Newsletter

Join our mailing list to receive the latest e-commerce & Magento news from Screen Pages.

For information on how we process the data that you give us, please see our privacy policy.

You have Successfully Subscribed!

Pin It on Pinterest

Share This