19/02/2019

RESEARCH

B2C eCommerce benchmarks 2018

Check out the 2018 Google Analytics benchmark data, regarding visitor sources and behaviour on conversions, 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 £182. Their websites are all built on the eCommerce platform Magento, on either version 1 or 2. In aggregate, this latest report tracks the behaviour of 16 million website visitors across 19 businesses.

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, Bella di Notte, Auree Jewellery, Salter 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

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

£181.99

£2.17

2%

43.44%

19%

Average

46%

41%

1.71%

Average

15%

39%

3.03%

Average

13%

42%

2.22%

Average

15%

47%

2.04%

Average

8%

45%

1.99%

Stand-out out figures

  • Overall conversions averaged at 2%, ranging from 0.15% to 7.81%.
  • Desktop took over as the best source of revenues, converting at 3.1% on average.
  • Paid search produced an average of 15% of all visits, converting at 3.03%. Four businesses enjoyed conversion rates on paid traffic of well over 5% with the highest being 10.19%.
  • 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 43.44%. Six merchants had bounce rates of over 50% on other pages, which indicates a requirement for more engaging content throughout the site, as a significant amount of traffic comes directly into category and product pages.

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%

3.1%

Average

39%

2.4%

Average

49%

1%

Standout figures

  • Bounce rates remain lowest and conversions highest on desktops, which is no surprise.
  • Mobile visits comprised 44% of overall visits to the websites, accounting for 21% of overall sales revenue.

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

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