![]() ![]() ![]() That doesn’t mean that there is nothing you can do about the remaining 40%. Many use the shopping cart as a save for later list. About 58% of all those abandoned carts claim it’s because they were “just browsing”. It can be frustrating to see visitors add things to their carts, but then abandon the checkout later.īut most of these visitors were never going to buy anyway. Notes: meta study from over 44 other studies The average shopping cart abandonment rate is 69.80%. Are people adding product to their baskets? You might need to configure extra ecommerce analytics to be bale to track this metric. If your visitors don’t buy, have a look at the add-to-cart rates for your store. Source: Monetate Ecommerce Quarterly (Q2 2018) Source: eCommerceFuel Ecommerce Trends report (2020)Īdd-to-Cart Rates (by device type) Device Conversion Rate (by business model) Business model But continue to optimize your mobile experience is a good start. So what do you do about it? Eliminate paying for mobile traffic? Probably not as that will limit your turnover. That’s a fact and these benchmarks illustrate it. Mobile visitors convert at almost half the rate of desktop visitors. This extra revenue allows them to invest more and get even further ahead. If all else stays equal, the better performing stores get a 30% higher average order value. Source: RJMetrics Ecommerce Growth Benchmark (2015)Īlthough this study is from 2015, I keep it in because these numbers illustrate what separates great stores from average ones. Source: Kibo Ecommerce Quarterly (2020) Average Order Value (by store performance) Percentile If your order value is too, low, you might need new products or cross/upsell more effectively. And building an ecommerce empire on $150 orders is a lot easier than doing it on $10 orders. But solid businesses bring in solid revenue. Your average order value (AOV) depends on the type of products you sell. That’s why it is so important to have a strategy that brings visitors back to your website.Įcommerce Average Order Value Average order value (by traffic source) Traffic source These benchmarks show that most of your revenue will actually come from visitors that come back to your site. Many store owners expect to make a sale the first time someone visits their site. Source: Kibo Ecommerce Quarterly (2020) Transaction path lengthįor the visitors that have converted, how many sessions did it take before they converted? Number of sessions Bounce Rate (by traffic source) Traffic source If your numbers are totally off (such as a bounce rate of 88%), try comparing buyers to non-buyers on your site. But a general rule is that more engagement with your site is better. These numbers will vary widely depending on your industry and website. On-site engagement metrics Average on site engagement metrics Metric The most common observation: attracting mobile visitors that convert poorly. Segment your own revenue by device type to see what your breakdown looks like. If you’re seeing different numbers, is this because of your industry or location? Or is it because your website performs poorly on mobile? Device type (by revenue) Device This might show there are opportunities to invest in other channels.ĭevices type Device type (by visitors) Device Many of my own clients outperform the list above when it comes to paid search. This means that you’re missing critical links in addressing the buyer process. You could be attracting a lot of organic traffic, but get no sales from it. How do your traffic sources stack up? Does your list look different than the ones sorted by visitors? This can be an indicator that the effectiveness of your investments is off. Notes: study with over 130 million website sessions and over €330 million in online revenue between November 2018 – October 2019Ĭompare this with your own traffic sources to see which traffic where you might be underperforming. Traffic sources Traffic sources (by visitors) Channel Email automation benchmarks (by vertical).Email campaign benchmarks (by vertical).Average Google Shopping Pages per session per Device.Average Google Shopping Bounce Rate per Device.Average Google Shopping Conversion Rate per Device.Average Google Shopping Cost per click (by device).Google Shopping performance (by vertical).Google Shopping Revenue share (by device).Average Google Ads Cost Per Action for Ecommerce.Average Google Ads Conversion Rates for Ecommerce.Average Google Ads Cost Per Click (by network).Average Google Ads Clickthrough Rate (by percentile).Google Ads Clickthrough Rate (by network). ![]() Average Gross Margin (by business model).Repeat Purchase Rate (by store performance).Average Order Value (by store performance).Average order value (by traffic source). ![]()
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