B2C eCommerce benchmark data [Q3 2019]

Posted by Screen Pages on 04/10/2019

Check out our Google Analytics benchmark data for July – September 2019 for B2C eCommerce websites.

The businesses indexed are limited to multichannel retailers whose online sales range up to £15 m per annum with average order values of £163. 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 5 million website visitors across 27 websites.

Online retailers whose data was benchmarked include Donald Russell, Margaret Howell, Christopher Ward and This Works.

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

Overall KPIs Average
Average order value £163
£ per visit £1.64
Conversion rate 1.7%
Engagement/bounce Average
Bounce rate 47.6%
Home page bounce 19.2%
Traffic sources = organic search Average
% of visits 49%
Bounce rate 44%
Conversion rate 1.6%
Traffic sources = paid search Average
% of visits 14%
Bounce rate 45%
Conversion rate 2.05%
Traffic sources = email Average
% of visits 12%
Bounce rate 48%
Conversion rate 2.3%
Traffic sources = direct Average
% of visits 15%
Bounce rate 51%
Conversion rate 1.9%
Traffic sources = referrals Average
% of visits 6%
Bounce rate 45%
Conversion rate 2.4%

Standout figures

  • Overall conversion rates ranged from 0.35% to 9.6%.
  • Average Order Values and £ per visit only slightly differed to Q2.
  • Conversion rates on email traffic decreased to Q1 values, indicating that email marketing campaigns may need to be improved.
  • Bounce rates (as a measure of engagement) showed a large gap between home pages (which get a lot of marketing attention) and all other pages: 19% versus 48%, meaning merchants need to work harder on making other landing pages compelling and personalising content for visitors.

Desktop usage

Average

% of visits

37%

Bounce on desktop %

43%

Conversion on desktop %

2.6%

Tablet usage

Average

% of visits

18%

Bounce on tablet %

46%

Conversion on tablet %

1.9%

Mobile usage

Average

% of visits

45%

Bounce on mobile %

50%

Conversion on mobile %

1%

Standout figures

  • Bounce rates and conversion rates on all devices remained on par with previous quarters.
  • Mobile accounted for the majority of site traffic but still converted poorly, in comparison. This reinforces the idea that consumers often begin their buying journey on mobile but complete it on desktop, which accounts for more than half of all sales.

Device

Site search usage

Conversion Rate from site search

Bounce Rate from site search

Desktop

6%

7.1%

15.5%

Mobile

5.5%

4.5%

22%

Tablet

5.2%

6.5%

16%

Standout figures

  • Compared to the conversion rates included in Tables 1 and 2, it is evident that site search converts at a much higher rate across all devices.
  • However, site search usage is low, possibly indicating that merchants are not promoting their search properly on their websites.
  • Bounce rates from site search are also much lower in comparison; the average bounce rate from site search was 17.5%.

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

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