EnglishFrenchGermanItalianArabic
Call us
+44 (0)1932 359160
EnglishFrenchGermanItalianArabic

20/12/2010

RESOURCES

Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the period July-Sept 2010.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range between £50k & £10m per annum and average order values average £71. The e-commerce platforms ran on either Microsoft Commerce Server or Magento. In the period, there were 6 additions to the companies

Table of characteristics by source of traffic

Source of traffic Average % of site visitors Average bounce rate Average conversion rate
Search engines 57.58% 31.2% 2.22%
Direct 16.9% 34.5% 1.7%
Referrals 14.3% 34.8% 1.41%
Email 10% 28.5% 2.4%

Within search traffic, the percentage of “generic” – i.e. non brand-related – was 29.9%. This figure reflects the effectiveness of SEO activities for brands, as the brand-related traffic is high overall. The “know us” traffic (direct URL entry and brand-related searches), which represents the bedrock of a niche retailer’s online business is 37.7%.

The impact of retailers’ email marketing campaigns on site traffic and sales is clear: email activity accounted for 10% on average of all traffic.

Screen Pages also looked at the use of the onsite search box. About 6.4% of all visitors use these search boxes.

The data, compiled from over 31 e-tail websites over a six month period using Google Analytics, studies where visitors land on websites and what actions they take.

As a Google Authorised Analytics Consultant, Screen Pages has invested in Google Analytics to provide the tracking technology for e-commerce websites. The company provides a range of value-added services to help retailers get up to speed with Google Analytics, including standard and advanced/bespoke training, quarterly e-commerce benchmarking and individual website audits.

Get in touch

Screen Pages is a full-service digital marketing agency specialising in integrated ecommerce solutions
ECOMMERCE | DESIGN | DIGITAL MARKETING | BRANDING | ADVERTISING | PRINT | WEB
UK Office
Office 1C, Send Business Centre, 4 Tannery House, Tannery Lane, Send, Woking, Surrey GU23 7EF
Make an enquiry:
Qatar Office
Al Rabeea Building 2, Al Jazeera Al Arabiya Street
Fereej Bin Omran, Street No. 362, Doha, Qatar, P.O. Box 14156,
EnglishFrenchGermanItalianArabic
Site Map
magnifier
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram