02/07/2020

RESOURCES

Check out our Google Analytics benchmark data from April - June 2020 for B2B eCommerce websites.

Due to the ongoing global effects of COVID-19 on retail and eCommerce, the statistics for Q2 2020 reflect the changes our clients have experienced over the past few months compared to the previous 3 months and the same period last year.

For example, while AOV has increased significantly compared to Q2 2019 or even Q1 2020, conversion has dropped and bounce rate has increased. Amongst other things, this is a reflection of the boost in traffic and sales that eCommerce stores have experienced while physical stores were shut. While more people were visiting online stores and making purchases, they also explored other eCommerce options and did not always convert.

The businesses indexed are limited to B2B retailers whose online sales range up to £5m per annum with average order values ranging from £118 to £1,227. 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 396,000 website visitors across 7 businesses.

Online retailers whose data was benchmarked include Mast Digital, Gardiner Poles and Carlton Sales. The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

You can find more examples of how this period affected our clients in the statistics below.

KPIs and traffic sources

Overall KPIs

Average Order Value

£ per visit

Conversion rate

Engagement/Bounce

Bounce rate

Total visitors

Traffic sources = organic search

% of visits

Bounce rate

Conversion rate

Traffic sources = paid search

% of visits

Bounce rate

Conversion rate

Traffic sources = email

% of visits

Bounce rate

Conversion rate

Traffic sources = direct

% of visits

Bounce rate

Conversion rate

Traffic sources = referrals

% of visits

Bounce rate

Conversion rate

Average

£378.18

£3

1.29%

Average

46.15%

396,746

Average

59%

39.78%

1.16%

Average

20%

43%

2.7%

Average

4%

28.29%

1.89%

Average

20%

40.35%

1.49%

Average

6%

32.66%

0.96%

Standout figures

  • While average order values increased substantially compared to Q1 2020 and Q2 2019, conversion rates decreased and bounce rates were up. As we mentioned in the introductory paragraphs, this is a clear reflection of the effects of COVID-19 on eCommerce.
  • Organic search and referrals brought more traffic than in Q1 2020 or Q2 2019.
  • The opposite is true for paid search which brought fewer visitors than in Q1 but increased its conversion from 1.9% to 2.7%. Compared also to Q2 2019, it brought fewer visitors but converted much better.
  • Bounce rates decreased across all traffic sources, which is a positive indicator.

Device breakdown

Desktop usage

% of visits

Bounce on desktop %

Conversion on desktop %

Tablet usage

% of visits

Bounce on tablet %

Conversion on tablet %

Mobile usage

% of visits

Bounce on desktop %

Conversion on desktop %

Average

59.4%

39%

1.8%

Average

4.9%

40%

1%

Average

35.6%

43%

0.4%

Standout figures

  • While there was an increase in traffic from mobile devices, conversion rates stayed at the same level indicating that B2B eCommerce websites should be ensuring that they are responsive and mobile-friendly to bridge the gap.
  • When compared to Q1 2020, bounce rates decreased across all devices.
  • Conversion rates fell slightly on desktop but remained similar on tablet and mobile.
  • In comparison to Q2 2019, conversion rates fell slightly across all devices while bounce rates increased incrementally. This is in line with our expectations due to the aforementioned effects of COVID-19.

Site search statistics

Average

Search usage

Conversion with

Conversion without

Mobile

6.3%

1.7%

0.3%

Tablet

7%

3.2%

0.7%

Desktop

11.6%

5.7%

1.3%

Standout figures

  • Visitors using search on mobile increased since Q1 but conversion from site search on mobile did not change. This could mean that search on mobile needs to be optimised for B2B eCommerce websites.
  • Once again, the conversion from site search is significantly higher across all devices than conversion without site search. It is crucial to invest in good search functionality in order to maximise its potential in increasing sales.

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

Would you like to find out more? Get in touch with us today and talk to one of our experts.

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