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03/01/2020

RESEARCH

Check out our Google Analytics benchmark data from Oct - December 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 ranging from £145 to £706.

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 Specialist Crafts, The Ramp People 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

Average bounce rate

Average

£305.44

£3.41

1.59%

46.52%

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

54%

45%

1.38%

Average

27%

51%

1.14%

Average

2%

32%

1.42%

Average

21%

49%

1.98%

Average

4%

42%

2.97%

Standout figures

  • Average order values were lower than last quarter which bucks against the trend for B2C businesses but can be explained by the fact that B2B businesses tend to be quieter during holiday periods.
  • Organic search continues to be the source of over half of all traffic which shows that B2B merchants are some way behind B2C merchants when it comes to investing in online marketing.
  • Only one of the 6 businesses saw conversion ratios in excess of 3% which indicates that there is significant room for improvement for many B2B merchants.

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

65.7%

40%

2.1%

Average

5.3%

44%

1.2%

Average

29%

51%

0.4%

Standout figures

  • Two out of the 6 businesses saw over 40% of their traffic coming from mobile devices but conversion rates on mobile remained under 1% which indicates that there is significant room for improvement in the mobile user experience.
  • Traffic from tablets decreased again indicating that this is not an area of growth for B2B merchants and they should best focus on mobile.

Device

Site search usage

Conversion from site search

Bounce rate from site search

Deskop

8.2%

5.1%

12.6%

Tablet

5%

4.5%

11.8%

Mobile

5.4%

2.4%

20.5%

Standout figures

  • Visits using search more than doubled from mobile devices since last quarter.
  • Conversion ratios from search are extremely high against the overall average
  • Two out of the 6 businesses saw conversions from search in excess of 7% indicating that B2B merchants should consider investing in this area.

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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