16/04/2019

RESEARCH

Check out the Google Analytics benchmark data for Jan through March 2019 for B2C eCommerce websites.

The businesses indexed are limited to multichannel retailers whose online sales range up to £15 m per annum with average order values of £159.

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 5 million website visitors across 20 businesses.

Online retailers whose data was benchmarked include Donald Russell, Margaret Howell, Christopher Ward, Loake Shoes, Micro-Scooters, Van Dal Shoes, Herdy, Perfect Moment, Force 4, Bella di Notte, Auree Jewellery and This Works.

The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

Overall KPIs

Average order value

£ per visit

Conversion rate

Engagement/bounce

Bounce rate

Home page bounce

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

£159

£1.80

1.8%

Average

48%

19%

Average

52%

46%

1.6%

Average

16%

52%

2.3%

Average

11%

41%

1.9%

Average

12%

53%

2.15%

Average

8%

50%

2.15%

Stand-out out figures

  • Overall conversions ranged from 0.22% to 10.25%.
  • Average Order Values were in keeping with Q1 of 2018's statistics at £159.
  • Paid search produced an average of 16% of all visits, converting at 2.3%. Two businesses, one in the Food & Drink industry and the other in Lingerie, enjoyed conversion rates on paid traffic of well over 8%.
  • Bounce rates (as a measure of engagement) showed a large gap between home pages (which get a lot of marketing attention) and all other pages: 19% versus 48%. Twelve merchants had bounce rates of under 50% and 5 companies, in the Fashion & Luxury industry, had average order values of over £300.
  • For two companies, the email conversion rates were well above 8%, indicating that targeted email marketing can generate revenue when executed well.

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

40%

2.8%

Average

43%

2.1%

Average

49%

0.9%

Standout figures

  • Bounce rates and conversion rates on all devices remained on par with previous quarters.
  • While Desktop continues to bring the largest sales percentage, at 58%, it is important to note that many buyers' journeys begin on mobile and tablet devices but are later completed on desktop. This means that website responsiveness is becoming of greater importance.

Disclaimer: Google Analytics data is not always 100% accurate.

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