02/10/2019

RESEARCH

B2B eCommerce benchmark data [Q3 2019]

Check out our Google Analytics benchmark data from July - September 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 £326.40. 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 Agar Scientific, Mast Digital and Carlton Sales.

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

Conversion rate

Bounce rate

Traffic sources = paid search

% of visits

Conversion rate

Bounce rate

Traffic sources = email

% of visits

Conversion rate

Bounce rate

Traffic sources = direct

% of visits

Conversion rate

Bounce rate

Traffic sources = referrals

% of visits

Conversion rate

Bounce rate

Average

£326.40

£4.13

1.8%

47%

Average

52%

44%

1.55%

Average

33%

53%

0.83%

Average

2%

39%

2.5%

Average

20%

49%

2.2%

Average

4%

42%

3.4%

Standout figures

  • The average order value ranged from £128 to £825 and saw a significant increase in comparison to Q2.
  • Organic search continues to be the source of over half of all traffic.
  • Overall bounce rates remained similar to Q2 whilst the AOV and £ per visit noticeably increased
  • Email traffic brought about 2% of total visitors but converted at 2.5% (the second-best after referrals), indicating that investing in B2B email marketing and website UX journeys could reap substantial benefits.

Desktop usage

% of visits

Bounce on desktop

Conversion on desktop

Tablet usage

% of visits

Bounce on tablet

Conversion on tablet

Mobile usage

% of visits

Bounce on mobile

Conversion on mobile

Average

63.4%

41%

2.1%

Average

6.9%

42%

1.1%

Average

29.7%

52%

0.7%

Standout figures

  • Desktop brought more than half of searches and also had the highest conversion rate.
  • Mobile searches amounted to almost 30% of all searches but had the lowest conversion rate - this could indicate that although most purchases are made on desktop, the search often begins on mobile devices and thus responsive websites with a solid UX are crucial to B2B success.
  • Although tablet only brought 6.9% of users to B2B websites, it converted higher than mobile.

Device

Site search usage

Conversion from site search

Bounce from site search

Desktop

8.1%

3.6%

14.5%

Tablet

7.3%

3%

10.5%

Mobile

2.4%

1.7%

19.7%

Standout figures

  • Overall, bounce rates were lower and conversion rates higher for traffic using site search.
  • Site search usage increased for desktop and mobile compared to Q2 as did the site search conversion rates for mobile and tablet.
  • Bounce rates for site search on tablets decreased from Q2.

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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