B2B eCommerce benchmark data [Q3 2019]

Posted by Screen Pages on 04/10/2019

Check out our Google Analytics benchmark data from July – September 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 £326.40. 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 Agar Scientific, Mast Digital and Carlton Sales.

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

Overall KPIs

Average

Average order value

£326.40

£ per visit

£4.13

Conversion rate

1.8%

Engagement/bounce

Average

Bounce rate

47%

Traffic sources = organic search

Average

% of visits

52%

Bounce rate

44%

Conversion rate

1.55%

Traffic sources = paid search

Average

% of visits

33%

Bounce rate

53%

Conversion rate

0.83%

Traffic sources = email

Average

% of visits

2%

Bounce rate

39%

Conversion rate

2.5%

Traffic sources = direct

Average

% of visits

20%

Bounce rate

49%

Conversion rate

2.2%

Traffic sources = referrals

Average

% of visits

4%

Bounce rate

42%

Conversion rate

3.4%

Standout figures

  • The average order value ranged from £128 to £825 and saw a significant increase in comparison to Q2.
  • Organic search continues to be the source of over half of all traffic.
  • Overall bounce rates remained similar to Q2 whilst the AOV and £ per visit noticeably increased.
  • Email traffic brought about 2% of total visitors but converted at 2.5% (the second-best after referrals), indicating that investing in B2B email marketing and website UX journeys could reap substantial benefits.

Desktop usage

Average     

% of visits

63.4%

Bounce on desktop %

41%

Conversion on desktop %

2.1%

Tablet usage

Average

% of visits

6.9%

Bounce on tablet %

42%

Conversion on tablet %

1.1%

Mobile usage

Average

% of visits

29.7%

Bounce on mobile %

52%

Conversion on mobile %

0.7%

Standout figures

  • Desktop brought more than half of searches and also had the highest conversion rate.
  • Mobile searches amounted to almost 30% of all searches but had the lowest conversion rate – this could indicate that although most purchases are made on desktop, the search often begins on mobile devices and thus responsive websites with a solid UX are crucial to B2B success.
  • Although tablet only brought 6.9% of users to B2B websites, it converted higher than mobile.

Device

Site search usage

Conversion Rate from site search

Bounce Rate from site search

Desktop

8.1%

3.6%

14.5%

Mobile

2.4%

1.7%

19.7%

Tablet

7.3%

3%

10.5%

Standout figures

  • Overall, bounce rates were lower and conversion rates higher for traffic using site search.
  • Site search usage increased for desktop and mobile compared to Q2 as did the site search conversion rates for mobile and tablet.
  • Bounce rates for site search on tablets decreased from Q2.

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

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