16/04/2019

RESEARCH

B2B eCommerce benchmarks - Q1 2019

Check out the Google Analytics benchmark data from Jan through March 2019 for B2B eCommerce websites.

The businesses indexed are limited to B2B retailers whose online sales range up to £5m per annum with average order values of £148.

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 over half a million website visitors across 6 businesses.

Online retailers whose data was benchmarked include Moss, Agar Scientific, Carlton Sales, Mast Digital and Specialist Crafts.

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

Overall KPIs

Average order value

£ per visit

Conversion rate

Bounce rate

Traffic sources = organic search

% 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

£148

£2.60

2.05%

44.5%

Average

49%

41%

2%

Average

25%

58%

1.37%

Average

2%

36%

1.73%

Average

26%

43%

2.34%

Average

6%

41%

2%

Stand-out out figures

  • The average order value ranged from £123 to £857. Organic search was the source of over half of all traffic.
  • Only 1% of traffic came from email marketing, indicating that B2B retailers could benefit from increasing their email marketing activities.
  • Whilst paid search brings in 25% of visitors, it had the highest bounce rate of all traffic sources at 58%, possibly indicating that the ad words and ad criteria used should be more relevant and demonstrative of the company and its products.

Desktop usage

Bounce on desktop

Conversion on desktop

Tablet usage

Bounce on tablet

Conversion on tablet

Mobile usage

Bounce on mobile

Conversion on mobile

Average

41%

2.5%

Average

45%

1.6%

Average

50%

0.9%

Standout figures

  • Desktop continued to have the lowest bounce rate (41%) and highest conversation rate (2.5%) of all devices.
  • Although bounce rates have slightly increased on tablet and mobile, conversion rates have also increased incrementally compared to Q1 2018.

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

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