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20/05/2016

RESEARCH

E-commerce benchmarks & statistics [Q1 2016]

Overall KPIs

Average order value

£ per visit

Conversion rates

1st Quartile

£40

£1.06

1.06%

3rd Quartile

£108

£2.53

4.52%

Average

£66

£2.30

2.80%

Engagement / bounce

Bounce rate

Home page bounce

1st Quartile

35.6%

12.9%

3rd Quartile

52.6%

17.6%

Average

44.4%

19.9%

Traffic sources = organic search

% of visits

Bounce rate

Conversion rate

1st Quartile

31%

30%

0.94%

3rd Quartile

45%

51%

4.82%

Average

39%

42%

2.82%

Traffic sources = paid search

% of visits

Bounce rate

Conversion rate

1st Quartile

7%

31%

0.79%

3rd Quartile

30%

55%

4.82%

Average

19%

44%

2.82%

Traffic sources = email

% of visits

Bounce rate

Conversion rate

1st Quartile

3%

38%

1.28%

3rd Quartile

25%

48%

4.20%

Average

19%

44%

3.21%

Traffic sources = direct (none)

% of visits

Bounce rate

Conversion rate

1st Quartile

10%

48%

0.78%

3rd Quartile

18%

63%

3.98%

Average

18%

52%

2.26%

Traffic sources = referrals

% of visits

Bounce rate

Conversion rate

1st Quartile

4%

41%

0.77%

3rd Quartile

12%

54%

3.51%

Average

10%

50%

2.18%

Stand-out out figures

  • * Overall conversions average at 2.8%, ranging from less than 0.5% to over 6.5%.
  • * The average £ per visit was £2.30.
  • * Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.20% - some retailers do not use email effectively or do not track it properly. 7 of the sample had roughly 20%+ of their traffic from email, with 3 retailers enjoying conversion rates from email of over 7% (the highest being 9.8%).
  • * Paid search produces an average of 19% of all visits, converting at 2.82%. Four businesses enjoyed conversion rates on paid traffic of over 5%.
  • * Engagement (as measured by bounce rates) shows a large gap between home pages (which get a lot of marketing attention) and all other pages: 18% versus 44%).

Desktop usage

Viewed on desktop %

Bounce on desktop %

Conversion on desktop %

% sales on desktop %

1st Quartile

44.8%

37%

1.3%

63.5%

3rd Quartile

50.4%

50%

6.6%

69.8%

Average

46.7%

42%

3.8%

65.2%

Tablet usage

Viewed on tablet %

Bounce on tablet %

Conversion on tablet %

% sales on tablet %

1st Quartile

20.9%

40%

1.0%

20.9%

3rd Quartile

31.1%

55%

4.6%

27.1%

Average

25.7%

46%

2.8%

25.7%

Mobile usage

Viewed on mobile %

Bounce on mobile %

Conversion on mobile %

% sales on mobile %

1st Quartile

19.7%

40%

0.5%

5.2%

3rd Quartile

34.4%

59%

1.7%

12.7%

Average

27.6%

52%

1.1%

9.7%

Standout figures

Desktops account for less thab half of all traffic but still produce two-thirds of sales, but mobiles have improved to be just over one quarter of all visits (but less than 10% of sales).

  • * 21% of visits are viewed on tablets, mostly iPads, generating 31% of sales.
  • * 28% of visits are viewed on mobiles, mostly iPhones, generating 9.7% of sales (up from 8% in Q4 2015).
  • * 47% of visits are viewed on desktops, generating 65% of sales  - sales at the same level as Q4 2015.

The best conversion rate on a mobile was 3% - on a responsive "responsive" website (compared to 4.% for its desktop site).

By Roger Willcocks

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