Check out the Google Analytics benchmark data from April - June 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 £141. 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.

Stand-out out figures

• The average order value ranged from £122 to £746 and saw a slight decrease from Q1.
• Organic search continues to be the source of over half of all traffic.
• Overall bounce rates reduced in comparison to Q1.
• Traffic from email marketing saw a slight increase.
• Direct traffic brought just over 20% of visitors but converted at 2.3%, indicating that there is still work to do on improving customer journeys.

Stand-out out figures

• 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 as it converts well.
  
• 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.

Standout figures

• Bounce rates were lower and conversion rates higher than average for site search traffic.
• Site search works best on desktops and has the highest bounce rate on mobile, indicating that merchants need to do a better job of improving this on mobile.

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

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