20/10/2020

RESOURCES

Check out our Google Analytics benchmark data for July - September 2020 for B2C 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 quarter.

The businesses indexed are limited to multichannel retailers whose online sales range up to £20 million per annum with average order values of £163. Their websites are all built on the eCommerce platform Magento (an Adobe company). In aggregate, this latest report tracks the behaviour of 6.5 million website visitors across 31 websites.

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 visits

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

£166.54

£1.89

1.91%

Average

46.78%

6,544,961

Average

50%

42.85%

1.61%

Average

18%

46.91%

2.32%

Average

10%

45.54%

5.95%

Average

15%

49.64%

1.93%

Average

6%

44.14%

3.45%

Standout figures

  • Average Order Values have increased by £4.86 since last quarter while £ per visit, bounce rates and conversion rates have remained largely similar. This is a positive outcome as spending levels are similar to Q3 2019 despite the ongoing uncertainty due to COVID-19.
  • Total traffic fell by 849,595 (down from 7,394,556) which is expected during the summer months and especially when comparing to the influx of visits in Q2 2020.
  • Organic search traffic continued to bring half of all traffic coming into the websites.
  • Traffic from paid searches increased by 3%, indicating that some B2C merchants have invested in advertising in Q3. However, bounce rates increased by 2.82% while conversion dropped by 0.67% - this could mean that although advertising increased, it may not have been targeted at the correct audience.
  • Traffic coming from emails remained at similar levels to Q2 but conversions increased by roughly 3.6%, indicating that B2C merchants should be optimising their email marketing as their audience has an appetite for shopping.
  • Email converted the highest at 5.95%.
  • Direct traffic and referral traffic remained at largely similar levels to Q2.

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

35.6%

40.8%

2.8%

Average

15.3%

44.46%

1.9%

Average

49.1%

52.47%

1.3%

Standout figures

  • Mobile traffic continues to comprise half of all traffic but converts the lowest at 1.3%. This could indicate that the websites need to be optimised for mobile in order to improve the user experience and encourage people to spend more time and money.
  • Desktop statistics remained similar to Q2.
  • Visitors browsing on tablets increased by 4.4% but conversions stayed the same. Just like with mobile, this could indicate that these websites need to be optimised for all devices in order to make the most of the incoming traffic.
  • Amongst these merchants, mobile conversion ranged from 0.1% to 5.7% indicating that certain merchants are doing a much better job on mobile than others.

Site search statistics

Average

Search usage

Conversion with

Conversion without

Mobile

5%

4.6%

1.1%

Tablet

4.2%

5.9%

1.8%

Desktop

6.5%

7.3%

2.5%

Standout figures

  • Compared to the conversion rates included in Tables 1 and 2, it is evident that visits with site search convert at a much higher rate across all devices than visits without site search.
  • Site search usage this quarter remained similar to Q2 across mobile and tablet but increased slightly for desktop, as did conversions from those.

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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