Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period Jan-March 2016.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range up to £15m per annum and average order values average £72. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of 4.3 million website visitors, placing 144,000+ orders and spending £9.6 million.

Online retailers whose data was benchmarked include Bella di Notte, Christopher Ward, Loake, Micro-Scooters, Van Dal, Rio Beauty, Force 4, Moss Europe, the RSPB, Really Wild Clothing, Salter, Baldwins, and This Works.

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

Overall KPIs 1st Quartile 3rd Quartile Average
Average order value £40 £108 £66
£ per visit £1.06 £2.53 £2.30
Conversion rates 1.06% 4.52% 2.80%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 35.6% 52.6% 44.4%
Home page bounce 12.9% 17.6% 19.9%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 31% 45% 39%
Bounce rate 30% 51% 42%
Conversion rate 0.94% 4.82% 2.82%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 7% 30% 19%
Bounce rate 31% 55% 44%
Conversion rate 0.79% 4.82% 2.82%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 25% 19%
Bounce rate 38% 48% 44%
Conversion rate 1.28% 4.20% 3.21%
Traffic sources = direct (none) 1st Quartile 3rd Quartile Average
% of visits 10% 18% 18%
Bounce rate 48% 63% 52%
Conversion rate 0.78% 3.98% 2.26%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 12% 10%
Bounce rate 41% 54% 50%
Conversion rate 0.77% 3.51% 2.18%

 

Stand-out out figures

* Overall conversions average at 2.8%, ranging from less than 0.5% to over 6.5%.

* The average £ per visit was £2.30.

* Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.20% – some retailers do not use email effectively or do not track it properly. 7 of the sample had roughly 20%+ of their traffic from email, with 3 retailers enjoying conversion rates from email of over 7% (the highest being 9.8%).

* Paid search produces an average of 19% of all visits, converting at 2.82%. Four businesses enjoyed conversion rates on paid traffic of over 5%.

* Engagement (as measured by bounce rates) shows a large gap between home pages (which get a lot of marketing attention) and all other pages: 18% versus 44%).

 

Desktop usage 1st Quartile  3rd Quartile  Average
Viewed on desktop % 44.8% 50.4% 46.7%
Bounce on desktop % 37% 50% 42%
Conversion on desktop % 1.3% 6.6% 3.8%
% sales on desktop % 63.5% 69.8% 65.2%
Tablet usage 1st Quartile  3rd Quartile  Average
Viewed on tablet % 20.9% 31.1% 25.7%
Bounce on tablet % 40% 55% 46%
Conversion on tablet % 1.0% 4.6% 2.8%
% sales on tablet % 20.9% 27.1% 25.7%
Mobile usge 1st Quartile  3rd Quartile  Average
Viewed on mobile% 19.7% 34.4% 27.6%
Bounce on mobile % 44% 59% 52%
Conversion on mobile % 0.5% 1.7% 1.1%
% sales on mobile% 5.2% 12.7% 9.7%

 

Standout figures

Desktops account for less thab half of all traffic but still produce two-thirds of sales, but mobiles have improved to be just over one quarter of all visits (but less than 10% of sales).

* 21% of visits are viewed on tablets, mostly iPads, generating 31% of sales.

* 28% of visits are viewed on mobiles, mostly iPhones, generating 9.7% of sales (up from 8% in Q4 2015).

* 47% of visits are viewed on desktops, generating 65% of sales  – sales at the same level as Q4 2015.

 

The best conversion rate on a mobile was 3% – on a responsive “responsive” website (compared to 4.% for its desktop site).

 

By Roger Willcocks

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