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02/01/2020

RESEARCH

Check out our Google Analytics benchmark data for Oct - December 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 almost 6 million website visitors across 27 websites.

Online retailers whose data was benchmarked include Donald Russell, Micro Scooters, Perfect Moment 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

Search results page bounce rate

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

£179

£1.95

1.88%

Average

47.26%

23.1%

Average

46%

44%

1.73%

Average

18%

41%

3.03%

Average

11%

42%

4.07%

Average

16%

52%

2.26%

Average

6%

43%

2.89%

Standout figures

  • Overall conversion rates are higher than last quarter which is not surprising given the time of year.
  • Average Order Values and £ per visit are higher as well due to Christmas trading.
  • Emails converted the highest but only accounted for 11% of the traffic which indicates that there may be untapped potential there.
  • Bounce rates on search were 23.1% which means merchants need to work harder on making search results pages compelling especially as the average conversion on search was 7%.

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

39.9%

42.31%

2.9%

Average

14%

45.32%

2%

Average

46.1%

51.39%

1.1%

Standout figures

  • Traffic from mobile devices continues to grow but still has the highest bounce rate and lowest conversion rate.
  • At least 3 of the merchants involved were seeing conversion ratios on mobile of around 3% which proves that it is possible to provide a friendly, frictionless shopping experience on mobile devices but many still have a long way to go.

Device

Site search usage

Conversion from site search

Bounce from site search

Desktop

6.5%

7.9%

16.4%

Tablet

3.6%

6.4%

19.5%

Mobile

4.9%

5.6%

18.7%

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.
  • Some merchants included in this survey were seeing 15 to 20% of their visitors using site search but many are still not promoting their site search sufficiently, especially on mobile devices.

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

More ...

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