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02/07/2019

RESEARCH

Check out the Google Analytics benchmark data for April - June 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 £179.

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 24 brands.

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, 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

% pf visits

Bounce rate

Conversion rate

Traffic sources = referrals

% of visits

Bounce rate

Conversion rate

Average

£179

£1.80

1.7%

Average

49%

19.4%

Average

53%

47%

1.54%

Average

17%

46%

2.3%

Average

11%

46%

6.9%

Average

13%

52%

2.1%

Average

6%

47%

3.3%

Stand-out out figures

  • Overall conversions ranged from 0.1% to 8.7%.
  • Average Order Values increased significantly compared to Q1 2019 - by £20.
  • Conversion rates on email traffic increased from 1.9% to 6.9% in the past quarter, indicating that email marketing campaigns may be successful. 
  • Whilst AOV increased, £ per visit remained at the same levels as Q1.
  • 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%, meaning merchants need to work harder on making other landing pages compelling.

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

39%

2.8%

Average

45%

2%

Average

53%

0.9%

Stand-out out figures

  • Bounce rates and conversion rates on all devices remained on par with previous quarters.
  • Mobile accounted for the majority of site traffic but still converted poorly, in comparison. This reinforces the idea that consumers often begin their buying journey on mobile but complete it on desktop, which accounts for more than half of all sales.

Device

Site search usage

Conversion rate from site search

Site search usage

Desktop

6.6%

7.6%

15.3%

Tablet

4.6%

6.9%

16.8%

Mobile

4.3%

4.1%

20.4%

Standout figures

  • Compared to the conversion rates included in Tables 1 and 2, it is evident that site search converts at a much higher rate across all devices.
  • Site search usage however is low which indicates that merchants are not promoting their search properly on their sites.
  • Bounce rates from site search are also much lower in comparison; the average bounce rate from site search was 17.5%.

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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