07/09/2015

RESEARCH

E-commerce benchmarks May-August 2015 [statistics]

Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period May-August 2015.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range up to £15m per annum and average order values average £72. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of 3.8 million website visitors, placing 135,000+ orders and spending £9.7 million.

Online retailers whose data was benchmarked include Bella di Notte, Christopher Ward, Loake, Micro-Scooters, Van Dal, Rio Beauty, Force 4, Moss Europe, the RSPB, Baldwins, and This Works.

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

Overall KPIs

Average order value

£ per visit

Conversion rates

1st Quartile

£47

£1.13

1.00%

3rd Quartile

£109

£2.54

4.36%

Average

£72

£2.52

2.93%

Engagement / bounce

Bounce rate

Home page bounce

1st Quartile

36.9%

14.3%

3rd Quartile

46.3%

21.6%

Average

43.4%

22.1%

Traffic sources = organic search

% of visits

Bounce rate

Conversion rate

1st Quartile

38%

34%

1.15%

3rd Quartile

55%

54%

3.03%

Average

45%

45%

2.58%

Traffic sources = paid search

% of visits

Bounce rate

Conversion rate

1st Quartile

10%

34%

0.62%

3rd Quartile

30%

57%

4.78%

Average

19%

43%

2.77%

Traffic sources = email

% of visits

Bounce rate

Conversion rate

1st Quartile

2%

37%

1.42%

3rd Quartile

25%

46%

5.24%

Average

15%

43%

3.93%

Traffic sources = direct (none)

% of visits

Bounce rate

Conversion rate

1st Quartile

9%

46%

1.23%

3rd Quartile

14%

55%

4.02%

Average

13%

52%

2.74%

Traffic sources = referrals

% of visits

Bounce rate

Conversion rate

1st Quartile

6%

44%

0.53%

3rd Quartile

12%

55%

1.89%

Average

10%

52%

1.48%

Stand-out out figures

  • * Overall conversions average at 2.93%, ranging from less than 1% to well over 8%.
  • * The average £ per visit was £2.52
  • * Email is the best source of revenues: email (when executed well) produces extremely well, converting at 3.93% - some retailers do not use email effectively or do not track it properly. 8 of the sample had roughly 10%+ of their traffic from email (5 had over 20%), with 2 retailers enjoying conversion rates from email of over 11% from their emails.
  • * Paid search produced an average of 19% of all visits, converting at 2.8%. Four businesses enjoyed conversion rates on paid traffic of over 5%.
  • * Engagement (as measured by bounce rates) shows a large gap between home pages (which get a lot of marketing attention) and all other pages: 22% versus 43%).

Desktop usage

Viewed on desktop %

Bounce on desktop %

Conversion on desktop %

% sales on desktop %

1st Quartile

44.6%

37%

1.3%

59.3%

3rd Quartile

52.3

44%

6.1%

71.3%

Average

46.4%

41%

4.1%

62.8%

Tablet usage

Viewed on tablet %

Bounce on tablet %

Conversion on tablet %

% sales on tablet %

1st Quartile

19.6%

41%

1.0%

20.6%

3rd Quartile

28.4%

53%

3.0%

29.8%

Average

25.2%

46%

2.7%

24%

Mobile usage

Viewed on mobile %

Bounce on mobile %

Conversion on mobile %

% sales on mobile %

1st Quartile

13.3%

46%

0.5%

4.5%

3rd Quartile

29.2%

65%

1.4%

10.4%

Average

22.8%

57%

1.0%

8.7%

Standout figures

Desktops still account for slightly less than half of all traffic and just under two-thirds of sales, but mobiles have improved to be nearly one quarter of all visits (but still under 9% of sales).

  • * 25.2% of visits are viewed on tablets, mostly iPads, generating 24% of sales.
  • * 22.8% of visits are viewed on mobiles, mostly iPhones, generating 8.7% of sales (up 11% from 7.8% in Q1 2015).
  • * 46.4% of visits are viewed on desktops, generating 62.8% of sales  - sales down 5 percentage points from Q1 2015.

The best conversion rate on a mobile was a meagre 2.3% - on a mobile-optimised website (compared to 6.9% for its desktop site).

By Roger Willcocks

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