02/07/2019

RESEARCH

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.

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%

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.

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%

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.

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%

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.

Would you like to find out more? Get in touch with us today and talk to one of our experts.

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