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
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.
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