Check out our Google Analytics benchmark data for April - June 2020 for B2C 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 as well as compared to the same period last year.

For example, in comparison to Q2 2019, AOV and conversion rates decreased but the total visits increased by over 2 million (5.2 to 7.3 million). This reflects the growing importance of eCommerce during the lockdown, when physical stores have been shut, but also the fact that visitors are exploring their options (not necessarily converting) and also spending less on fashion, swimwear and similar verticals.

The businesses indexed are limited to multichannel retailers whose online sales range up to £20 million per annum with average order values of £161. 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 almost 6 million website visitors across 31 websites.

Online retailers whose data was benchmarked include Donald Russell, Micro Scooters, Perfect Moment and The Ramp People. The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

KPIs and traffic sources

Standout figures

• Average Order Values have fallen marginally from last quarter but conversion rates have increased and bounce rates have decreased.
• Organic search traffic increased, with a lower bounce rate but a similar conversion rate to Q1. Compared to Q2 2019, organic search accounts for less traffic but has a decreased bounce rate and similar conversion.
• The % of visits from paid search increased but they had a greater bounce rate and lower conversion, indicating that perhaps paid ads need to be revised. In comparison to Q2 2019, paid search brought less traffic but had an improved bounce rate and conversion rate.
• Email traffic did not change much from Q1 but had a lower bounce rate. However, in comparison to Q2 2019, email traffic converted less which could indicate that brands did not adjust their email marketing strategy well enough to the current period.
• Referral traffic converted the highest, overtaking paid search traffic.

Device breakdown

Standout figures

• Conversion on desktop is still the highest of all devices.
• Traffic from mobile devices continues to grow and we saw a decrease in bounce rate whilst conversion rate increased from Q1.
• In comparison to Q2 2019, bounce rates were down across all devices and mobile converted better, which is a positive indication that brands are taking the necessary steps to be responsive and cater to mobile visitors.
• Amongst these merchants, mobile conversion ranged from 0.1% to 3.3% indicating that certain merchants are doing a much better job on mobile than others.

Site search statistics

Standout figures

• Compared to the conversion rates included in Tables 1 and 2, it is evident that site search converts at a much higher rate across all devices.
• Site search usage this quarter decreased slightly across all devices.

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

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