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04/10/2019

RESEARCH

B2C eCommerce benchmark data [Q3 2019]

Check out our Google Analytics benchmark data for July - September 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 £163. 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 5 million website visitors across 27 websites.

Online retailers whose data was benchmarked include Donald Russell, Margaret Howell, Christopher Ward 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

Average 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

£163

£1.64

1.7%

Average

47.6%

19.2%

Average

49%

44%

1.6%

Average

14%

45%

2.05%

Average

12%

48%

2.3%

Average

15%

51%

1.9%

Average

6%

45%

2.4%

Standout figures

  • Overall conversion rates ranged from 0.35% to 9.6%.
  • Average Order Values and £ per visit only slightly differed to Q2.
  • Conversion rates on email traffic decreased to Q1 values, indicating that email marketing campaigns may need to be improved.
  • 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 and personalising content for visitors.

Desktop usage

% of visits

Bounce on desktop

Conversion on desktop

Tablet usage

% of visits

Bounce rate

Conversion rate

Mobile usage

% of visits

Bounce rate

Conversion rate

Average

37%

43%

2.6%

Average

18%

46%

1.9%

Average

45%

50%

1%

Standout 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

Bounce rate from site search

Desktop

6%

7.1%

15.5%

Tablet

5.2%

6.5%

16%

Mobile

5.5%

4.5%

22%

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.
  • However, site search usage is low, possibly indicating that merchants are not promoting their search properly on their websites.
  • 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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