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.

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.

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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