12/11/2014

RESEARCH

E-commerce traffic & conversion benchmarks [statistics]: Oct 2014

Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for October 2014.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, wose online sales range up to £10m per annum and average order values average £73. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of over 1.2 million website visitors, placing 41,000+ orders and spending over £3 million.

Online retailers whose data was benchmarked include Atterley Road, Bella di Notte, Christopher Ward, Loake, Micro-Scooters, Van Dal, Rio Beauty, Force 4, the RSPB 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 rates

1st Quartile

£58

£1.02

0.94%

3rd Quartile

£102

£2.76

3.62%

Average

£73

£2.42

3.31%

Engagement/bounce

Bounce rate

Home page bounce

1st Quartile

32.4%

13.8%

3rd Quartile

46.4%

21.4%

Average

40.9%

21.9%

Traffic sources = organic search

% of visits

Bounce rate

Conversion rate

1st Quartile

38%

31%

0.93%

3rd Quartile

55%

41%

3.04%

Average


46%

41%

2.44%

Traffic sources = paid search

% of visits

Bounce rate

Conversion rate

1st Quartile

11%

25%

0.65%

3rd Quartile

23%

46%

3.04%

Average

17%

39%

1.99%

Traffic sources = email

% of visits

Bounce rate

Conversion rate

1st Quartile

8%

41%

1.32%

3rd Quartile

16%

54%

3.33%

Average

14%

48%

2.67%

Traffic sources = referrals

% of visits

Bounce rate

Conversion rate

1st Quartile

7%

40%

0.52%

3rd Quartile

21%

54%

2.05%

Average

14%

49%

1.43

Standout out figures

* Overall conversions average at 3.31%, but with a marked divergence when analysed by source of traffic.

* Engagement (as measured by bounce rates) shows a large gap between home pages (which get a lot of marketing attention) and all other pages: 22% versus41%).

* Email (when executed well) produces extremely well, converting at 4.85% - some retailers do not use email effectively or do not track it properly. 4 of the sample had 20%+ of their traffic from email, with 3 retailers enjoying conversion rates from email of over 8%.

* Paid search can produce up to 23% of all sales, converting at 2.16%. Two businesses enjoyed conversion rates on paid traffic of over 6%.

* 2 of the sample tracked affiliate traffic: producing well at about 10% of traffic.

Desktop usage

Viewed on desktop %

Bounce on desktop %

Conversion on desktop %

% sales on desktop %

1st Quartile

49.7%

38%

1.6%

67.4%

3rd Quartile

55.7%

29%

4.7%

77.5%

Average

51.4%

48%

4.5%

70.4%

Desktop usage

Viewed on desktop %

Bounce on desktop %

Conversion on desktop %

% sales on desktop %

1st Quartile

23.8%

43%

0.8%

19.0%

3rd Quartile

31.2%

37%

4.0%

26.1%

Average

26.7%

47%

2.9%

24.1%

Desktop usage

Viewed on desktop %

Bounce on desktop %

Conversion on desktop %

% sales on desktop %

1st Quartile

14.9%

51%

0.2%

3.6%

3rd Quartile

25.4%

46%

1.2%

5.7%

Average

20.9%

60%

0.9%

5.1%

Standout out figures

* 27% of visits are viewed on tablets, mostly iPads, generating 24% of sales.

* 21% of visits are viewed on mobiles, mostly iPhones, generating 5% of sales.

* 51% of visits are viewed on desktops, generating 70% of sales.

Compared to a similar period in 2013:  16% came from mobiles & 20% came from tablets - the dramatic increase in mobile usage continues.

The best conversion rate on a mobile was a meagre 2% (compared to 11.7% for its desktop site). Retailers should reflect on how mobiles are being used by their customers, their kinds of products and supported by the "appropriate" marketing activity.

By Roger Willcocks

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