eCommerce benchmarks April – June 2017

Posted by Screen Pages on 17/07/17

Screen Pages has released eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites, for the period April-June 2017.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range up to £15m per annum with average order values of £76. The websites all use the eCommerce platform Magento. In aggregate, the report tracked the behaviour of 4.2 million website visitors, placing 145,000+ orders and spending £10 million.

Online retailers whose data was benchmarked include Bella di Notte, Christopher Ward, Donald Russell, Loake Shoes, Micro-Scooters, Van Dal Shoes, Force 4, Moss Europe, the RSPB, Really Wild Clothing, Salter 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 £44 £121 £74.55
£ per visit £0.80 £2.46 £2.45
Conversion rates 0.76% 3.96% 2.69%
Engagement/bounce 1st Quartile 3rd Quartile Average
Bounce rate 40.61% 57.30% 46.50%
Home page bounce 12.93% 17.91% 19.20%
Traffic sources = organic search 1st Quartile 3rd Quartile Average
% of visits 30% 54% 43%
Bounce rate 29% 50% 42%
Conversion rate 1.05% 3.63% 2.38%
Traffic sources = paid search 1st Quartile 3rd Quartile Average
% of visits 2% 29% 19%
Bounce rate 19% 56% 34%
Conversion rate 1.27% 5.07% 3.27%
Traffic sources = email 1st Quartile 3rd Quartile Average
% of visits 3% 18% 12.40%
Bounce rate 32% 49% 36%
Conversion rate 0.91% 4.64% 4.05%
Traffic sources = direct 1st Quartile 3rd Quartile Average
% of visits 12% 13% 16%
Bounce rate 42% 64% 50%
Conversion rate 0.70% 4.59% 2.69%
Traffic sources = referrals 1st Quartile 3rd Quartile Average
% of visits 4% 12% 10%
Bounce rate 40% 57% 48%
Conversion rate 0.69% 2.12% 1.72%

Stand-out out figures

  • Overall conversions average at 2.69%, ranging from 0.37% to 9.11%.
  • The average £ per visit was £2.45.
  • Email remains the best source of revenues. When executed well email produces extremely well, converting at 4.05% – some retailers do not use email effectively or do not track it properly. Four businesses included in the sample had at least 20%+ of their traffic from email, enjoying conversion rates up to 14.92%.
  • Paid search produces an average of 19% of all visits, converting at 3.27%. Five 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: 19.2% versus 46.5%).
Desktop usage 1st Quartile          3rd Quartile          Average     
Bounce on desktop % 30.10% 49.76% 39.05%
Conversion on desktop % 1.39% 5.70% 4.0%
Tablet usage 1st Quartile 3rd Quartile Average
Bounce on tablet % 37.15% 53.94% 44.18%
Conversion on tablet % 0.77% 4.56% 2.9%
Mobile usage 1st Quartile 3rd Quartile Average
Bounce on mobile % 46.48% 60.76% 53.20%
Conversion on mobile % 0.35% 1% 0.9%

Standout figures

Bounce rates are lowest and conversions highest on desktops.  However, four businesses were seeing conversion ratios in excess of 2% on mobile with the highest being 2.5%.

By Sarah Willcocks, Director

Make an enquiry

Email opt in (optional)

9 + 2 =

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