Optimizing Your Acquisition Efforts

Q3 2020: Ecommerce Quarterly Benchmarks

Our quarterly ecommerce benchmark report includes average order value and conversion rates by device, source channel, and more. To produce this proprietary data, we analyzed billions of customer sessions across 250+ retailer brands.

Summary

As with the Q2 2020 EQ Benchmarking Report, we are following the typical customer funnel, starting at the top of the funnel with Website Visits and working our way down the funnel, where we see commerce magic happening with Conversions and Average Order Value.

For Q3, we’re really excited to have introduced Bounce Rate to our benchmarking report. Bounce rate is the percentage of sessions that land on your website and only visit one page before leaving. As Google defines it: Single-page sessions divided by all sessions. We look at this metric across device type and by region (US, UK, and Global) so you can see where you compare to your peers.

As COVID continues to hit the profitability of most brands, retailers, and manufacturers, optimizing your website for engagement metrics such as bounce rate enables you to make the most out of your acquisition efforts. A higher than average bounce rate can indicate friction in your customer experience. However, on the flipside, bounce rate is a metric that can be turned around pretty quickly with minimal effort, if you have an optimization and personalization platform in place to help.

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Q3 2020: Ecommerce Quarterly Benchmarks

Website Visits Trends & Behaviors

We’ve noticed the pandemic really impact how we shop online with our devices this year, with customer behavior changing more frequently than ever before. Said behavior seems to correlate with lockdowns: in our Q2 2020 EQ report we saw website visits on desktop and mobile register at a 50/50 split in the United States.

As lockdown rules have eased up in the States, it appears that how we shopped did too—with desktop sessions shrinking to 42% and mobile accounting for 54% of traffic.

In the United Kingdom, visits to ecommerce websites from desktop have decreased every quarter since October 2019, with desktop now accounting for only 18.9% of visits. Mobile is really leading the way here, with 75.6% of sessions coming from mobile devices, an 8% uplift since Q3 2019—perhaps that nice summer had there left many browsing from the outdoors!

Website Visits By Device

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Website Visits By Operating System

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Q3 2020: Ecommerce Quarterly Benchmarks

Average Page Views Trends & Behaviors

Compared to Q3 last year, retailers and brands in the United States are reporting a lower number of page views per session. In the United Kingdom, page views have increased by 13%; users tend to browse more than double the page views than users in the States, we suspect that this is due to the difference in lockdown measures between the two regions with the United States having no real lockdown in place for a while now. Both regions have seen a ‘page views on mobile’ decrease, whilst the United States has seen growth from desktop and page view behavior from desktop has remained the same for users in the United Kingdom compared to Q2 2020.

When comparing your page views against our benchmark data, it’s useful to take context into account, and ask yourself the following questions:

  • What does the typical customer journey look like from entry to exit?
  • What vertical is my company in? For example, grocery tends to have a lot more page views than many verticals, as users will be adding up to 60 products to their cart.
  • My page views are low/high—is this a bad thing? Like the example above, it really depends on the context of your company, the customer journey, and their intent. Honing into sessions to purchase, or page views to purchase, is a good next level. Kibo Strategy Consultants can support you with customer journey analysis and developing a customer experience strategy that focuses on KPIs such as these to achieve commercial value.

Average Page Views By Device

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Average Page Views By Operating System

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Average Page Views By Region

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Q3 2020: Ecommerce Quarterly Benchmarks

Bounce Rate Trends & Behaviors

From websites we analyzed in the United States, bounce rate has had an increase each quarter since Q3 2019 and is now at 55%. That means that 55% of your visitors are landing on one page of your website and leaving.

Drilling down into your bounce rate metrics and segmenting by ‘new versus returning customers’ allows you to identify key behavioral insights based on the intent of a customer type and uncover some really simple, quick-to-implement optimization tactics and personalized experiences to ensure you’re delivering an engaging experience and achieving your goals.

Visits from social media have seen significant growth this year, with many brands and retailers shifting some of their paid advertising spend to social media. Bounce rates from social media over the last year have registered at 42% on average. Q3 2020 had a 11% increase compared to Q2. If you’re experiencing this trend we recommend you reading our Holiday Commerce Guide for some top-tips on how to reduce bounce rate from paid and social.

Email marketing engagement has increased year over year, with a 6% decrease in bounce rates where the traffic source is email from Q3 2019. Kibo clients who leverage product recommendations in email can personalize their email marketing with real-time recommendations and deliver a superior customer experience from email open to when the user lands on-site.

Bounce Rate By Category

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Bounce Rate By Operating System

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Q3 2020: Ecommerce Quarterly Benchmarks

Conversion Rate Trends & Behaviors

Whilst we saw conversion rates in Q2 increase compared to Q1 as stores closed across the globe due, in Q3 we saw little to no growth. The United States showed flat numbers, and the United Kingdom has reported a 2% increase compared to Q2 2020. Compared to Q3 2020 however, we have seen an 8%-10% conversion rate decline across all regions.

Diving into device and region, the United States has seen a 30% conversion rate decline compared to the same period in 2019 on desktop, but an 11% on mobile. This aligns with the behavior from device we reported earlier on—mobile sessions are up and desktop has declined, so we’d expect to see this shift in purchasing behavior.

In the United Kingdom, although traffic from mobile devices has grown by 8% year over year, conversion rate has seen a 16% decrease. Users are likely switching between devices to make a purchase.

Conversion Rate By Device

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Conversion Rate By Operating System

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Conversion Rate By Region

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Q3 2020: Ecommerce Quarterly Benchmarks

Average Order Value Trends & Behaviors

As we see promotions from the majority of retailers and brands continue throughout the summer, overall AOV has mainly taken a hit in Q3 2020 compared to Q3 2019, especially in orders from email, which may indicate a higher level of discounting and promotions for existing customers.

When we look at regional-specific AOV, the United Kingdom has seen an increase compared to Q2 2020 and year over year, with an 8% increase on desktop and 9% on mobile phones.

Consider using product recommendations to cross-sell and up-sell to your customers presenting a high intent to purchase, or in the lower funnel of your sites once they’ve added to cart. Identify your high-value segments and discount-segments so that you’re showing your users with promotions they’ll be interested in and to protect your margins.

Average Order Value By Category

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Average Order Value By Device

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Average Order Value By Operating System

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Average Order Value By Region

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Average Order Value By US State

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