30/10/2017

RESEARCH

eCommerce benchmarks July - Oct 2017

Check out the latest quarterly eCommerce benchmark data regarding visitor sources and behaviour on conversions for retail eCommerce websites.

The businesses indexed are limited to multichannel retailers whose online sales range up to £15m per annum with average order values of £80. Their websites are all built on the eCommerce platform Magento. In aggregate, this latest report tracks the behaviour of 2.8 million website visitors across 19 businesses.

Online retailers whose data was benchmarked include Margaret Howell, Bella di Notte, Christopher Ward, Donald Russell, Loake Shoes, Micro-Scooters, Van Dal Shoes, Force 4, Moss Europe, the RSPB, Really Wild Clothing, 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

onversion rate

Bounce

Bounce rate

Home page bounce

Organic search

% of visits

Bounce rate

Conversion rate

Paid search

% of visits

Bounce rate

Conversion rate

Email traffic

% of visits

Bounce rate

Conversion rate

Direct traffic

% of visits

Bounce rate

Conversion rate

Referral traffic

% of visits

Bounce rate

Conversion rate

1st Quartile

£43.57

£1.21

0.94%

1st Quartile

33.55%

12.95%

1st Quartile

29%

30%

0.86%

1st Quartile

5%

32%

0.8%

1st Quartile

5%

35%

1.25%

1st Quartile

12%

41%

0.8%

1st Quartile

5%

35%

0.91%

3rd Quartile

£191

£2.38

4.18%

3rd Quartile

55.48%

17.82%

3rd Quartile

51%

46%

4.01%

Average

27%

66%

4.79%

3rd Quartile

21%

44%

3.95%

3rd Quartile

19%

56%

5.09%

3rd Quartile

11%

50%

2.53%

Average

£136.22

£2.11

2.72%

Average

44.83%

18.90%

Average

43%

40%

2.29%

Average

16%

48%

3.52%

Average

15.8%

40%

3.56%

Average

16%

49%

2.64%

Average

9%

44%

3.27%

Stand-out out figures

  • Overall conversions average at 2.35%, ranging from 0.26% to 9.88%.
  • The average £ per visit was £1.84.
  • Email remains the best source of revenues. When executed well email produces extremely well, converting at 3.4% – some retailers do not use email effectively or do not track it properly. Four businesses included in the sample had at least 20%+ of their traffic from email, enjoying conversion rates up to 12.2%.
  • Paid search produces an average of 16% of all visits, converting at 3.11%. Four businesses enjoyed conversion rates on paid traffic of over 5%.
  • Bounce rates (as a measure of engagement) show a large gap between home pages (which get a lot of marketing attention) and all other pages: 18.9% versus 46.67%).

Desktop usage

Bounce

Conversion

Tablet usage

Bounce

Conversion

Mobile usage

Bounce

Conversion

1st Quartile

34.77%

0.97%

1st Quartile

40.03%

0.79%

1st Quartile

52.57%

0.24%

3rd Quartile

49.15%

4.39%

3rd Quartile

53.36%

3.75%

3rd Quartile

61.09%

0.96%

Average

41.13%

3.4%

Average

47.09%

2.5%

Average

55.5%

0.8%

Standout figures

  • Bounce rates are lowest and conversions highest on desktops.  However, three businesses were seeing conversion ratios in excess of 2% on mobile with the highest being 2.6%.

By Sarah Willcocks, CEO

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