20/10/2020

RESOURCES

Check out our Google Analytics benchmark data from July - September 2020 for B2B eCommerce websites.

Due to the ongoing global effects of COVID-19 on retail and eCommerce, the statistics for Q3 2020 reflect the changes our clients have experienced over the past few months compared to the previous 3 months.

The businesses indexed are limited to B2B retailers whose online sales range up to £5m per annum with average order values ranging from £205 to £1,227. Their websites are all built on the eCommerce platform Magento (an Adobe Company). In aggregate, this latest report tracks the behaviour of over 350,000 website visitors.

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

KPIs and traffic sources

Overall KPIs

Average Order Value

£ per visit

Conversion rate

Engagement/Bounce

Bounce rate

Total visitors

Traffic sources = organic

% 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

£402.3

£4.15

1.49%

Average

45.7%

350,768

Average

58%

39.75%

1.11%

Average

27%

56.79%

3.63%

Average

2%

31.98%

0.93%

Average

24%

39.38%

1.93%

Average

5%

33.51%

1.1%

Standout figures

  • Average order values increased by £24.12 since Q2 while bounce rates and conversions remained at similar levels.
  • Total visitors decreased by 45,978 (from 396,746) which is not unusual during the summer months.
  • Organic search continued to make up more than half of all traffic, followed by paid search and direct traffic.
  • Paid search traffic increased by 7% but bounce rates increased by 13.79% while conversion only increased by 0.97% indicating that although investing in advertising will bring more visitors, if not done effectively it will not yield results.
  • Direct traffic increased by 4% with very little change to bounce and conversion rates.
  • Bounce rates remained similar across all traffic sources, apart from paid search, 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 mobile %

Conversion on mobile %

Average

62.4%

39%

2.1%

Average

4.3%

43%

1%

Average

33.4%

50%

0.6%

Standout figures

  • Total visits on desktop devices increased by 3% and fell slightly on mobile and tablet.
  • Conversions across desktop and mobile increased slightly and remained the same on tablet.
  • Bounce rates increased on mobile by 7% which may be indicative of poor UX on mobile or simply that people begin their journey on mobile but then continue on desktop.

Site search statistics

Average

Search usage

Conversion with

Conversion without

Mobile

6.9%

2.2%

0.4%

Tablet

7.5%

4.3%

0.6%

Desktop

13.1%

5%

1.5%

Standout figures

  • Search usage increased on both mobile and desktop devices.
  • Conversion with search increased on mobile and tablet while it remained similar on desktop.
  • 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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