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.
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
£141
£2.50
1.8%
40.8%
Average
52%
39%
1.69%
Average
28%
48%
0.96%
Average
3%
36%
2%
Average
22%
41%
2.3%
Average
4%
33%
3%
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
32%
2%
Average
37%
1.4%
Average
43%
0.8%
Device
Site search usage
Conversion rate from site search
Bounce rate from site search
Desktop
11.7%
3.3%
12.5%
Tablet
6.7%
2.6%
15.3%
Mobile
5.2%
2.1%
19.2%
Disclaimer: Google Analytics data is not always 100% accurate.
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