B2B eCommerce benchmarks 2018

Posted by Screen Pages on 19/02/19

Check out the 2018 Google Analytics benchmark data, regarding visitor sources and behaviour on conversions, 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 £169. Their websites are all built on the eCommerce platform Magento, on either version 1 or 2. In aggregate, this latest report tracks the behaviour of 2.5 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

£169.76

£ per visit

£3.02

Conversion rates

2.28%

Engagement/bounce

Average

Bounce rate

42.84%

Traffic sources = organic search

Average

% of visits

51%

Bounce rate

40%

Conversion rate

2.17%

Traffic sources = paid search

Average

% of visits

25%

Bounce rate

58%

Conversion rate

1.04%

Traffic sources = email

Average

% of visits

1%

Bounce rate

34%

Conversion rate

4.08%

Traffic sources = direct

Average

% of visits

25%

Bounce rate

43%

Conversion rate

2.54%

Traffic sources = referrals

Average

% of visits

7%

Bounce rate

42%

Conversion rate

2.46%

Stand-out out figures

  • The average order value was £169.76, ranging from £117 to £763.
  • Organic search was the source of over half of all traffic, with the next biggest sources of traffic being paid search and direct.
  • Although only 1% of traffic came from email marketing, it converted at 4.08%, indicating that B2B retailers could benefit from increasing their email marketing activities.

Desktop usage

Average     

Bounce on desktop %

43%

Conversion on desktop %

2.6%

Tablet usage

Average

Bounce on tablet %

46%

Conversion on tablet %

1.4%

Mobile usage

Average

Bounce on mobile %

52%

Conversion on mobile %

0.6%

Standout figures

  • Desktop continued to have the lowest bounce rate (43%) and highest conversation rate (2.6%) of all devices.

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

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