Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the summer period April=May 2-17.
The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range up to £15m per annum and average order values average £72. The websites all use the e-commerce platform Magento. In aggregate, the report tracked the behaviour of 2.3 million website visitors, placing 75,000+ orders and spending £6 million.
Online retailers whose data was benchmarked include Bella di Notte, Christopher Ward, Loake, Micro-Scooters, Van Dal, Rio Beauty, Force 4, Moss Europe, the RSPB, Really Wild Clothing, Salter, Baldwins, and This Works.
The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.
|Overall KPIs||1st Quartile||3rd Quartile||Average|
|Average order value||£44||£126||£76|
|£ per visit||£0.69||£2.49||£2.41|
|Engagement/bounce||1st Quartile||3rd Quartile||Average|
|Home page bounce||12.9%||17.9%||19.2%|
|Traffic sources = organic search||1st Quartile||3rd Quartile||Average|
|% of visits||30%||54%||43%|
|Traffic sources = paid search||1st Quartile||3rd Quartile||Average|
|% of visits||2%||29%||19%|
|Traffic sources = email||1st Quartile||3rd Quartile||Average|
|% of visits||3%||19%||12%|
|Traffic sources = direct (none)||1st Quartile||3rd Quartile||Average|
|% of visits||11%||14%||15%|
|Traffic sources = referrals||1st Quartile||3rd Quartile||Average|
|% of visits||4%||12%||11%|
Stand-out out figures
* Overall conversions average at 2.77%, ranging from less than 0.7% to over 3.99%.
* The average £ per visit was £2.41.
* Email remains the best source of revenues: email (when executed well) produces extremely well, converting at 4.0%+ – some retailers do not use email effectively or do not track it properly. 6 of the sample had roughly 15%+ of their traffic from email, with 4 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 3.3%. Five 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: 19% versus 46%.
|Desktop usage||1st Quartile||†3rd Quartile||†Average|
|Viewed on desktop %||35%||45%||40%|
|Bounce on desktop %||38%||46%||38%|
|Conversion on desktop %||1.3%||5.8%||4.0%|
|% sales on desktop %||57%||66%||60%|
|Tablet usage||1st Quartile||†3rd Quartile||†Average|
|Viewed on tablet %||17%||27%||24%|
|Bounce on tablet %||30%||53%||41%|
|Conversion on tablet %||0.8%||4.3%||3.0%|
|% sales on tablet %||20%||27%||24%|
|Mobile usge||1st Quartile||†3rd Quartile||†Average|
|Viewed on mobile%||27%||43%||35%|
|Bounce on mobile %||39%||61%||47%|
|Conversion on mobile %||0.3%||1.7%||1.1%|
|% sales on mobile%||11%||19%||15%|
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 third of all visits (but lonly 15% of sales).
* 24% of visits are viewed on tablets, mostly iPads, generating 24% of sales.
* 35% of visits are viewed on mobiles, mostly iPhones, generating 15% of sales.
* 40% of visits are viewed on desktops, generating 60% of sales.
The best conversion rate on a mobile was 2.9% – on a responsive “responsive” website (compared to 6.1% for its desktop site).