Screen Pages ( has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the period January-June 2010.

The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range between £50k & £10m per annum and average order values average £71. The e-commerce platforms ran on either Microsoft Commerce Server or Magento.

The main findings are:

• Conversion rates ranged from 1.3% to 4.7% in the quarter with an average of 2.6%
• Search is the biggest source of traffic (54%), followed by direct URL entry (18%) and email (13%)
• Email represents the best & most cost-effective converter at 3.6%
• Onsite search remains a small factor (used by only 7%)
• Revenue per visit averages just under £2, ranging from £1.20 to £3.05 per visit
• Returning visitors convert nearly twice as well as new visitors at 3.71%
• Time on site averaged over 4 minutes, with 8 pages viewed and average bounce rates 28%.

A full table can be seen at:

Within search traffic, the percentage of “generic” – i.e. non brand-related – was 28%. This figure reflects the effectiveness of SEO activities for brands, as the brand-related traffic is high overall. The “know us” traffic (direct URL entry and brand-related searches), which represents the bedrock of a niche retailer’s online business is 42%.

The impact of retailers’ email marketing campaigns on site traffic and sales is clear: email activity accounted for 13% on average of all traffic, and was the best converting source of visitors at 3.6% (one third higher than average conversions).

Screen Pages also looked at the use of the onsite search box. About 7% of all visitors use these search boxes and it converts at 3.2% on average – that’s about 25% better than normal site usage.

The data, compiled from over 25 e-tail websites over a six month period using Google Analytics, studies where visitors land on websites and what actions they take.

As a Google Authorised Analytics Consultant, Screen Pages has invested in Google Analytics to provide the tracking technology for e-commerce websites. The company provides a range of value-added services to help retailers get up to speed with Google Analytics, including standard and advanced/bespoke training, quarterly e-commerce benchmarking and individual website audits.

About Screen Pages

Screen Pages ( has provided e-commerce and related value-added marketing services to niche retailers and mail order companies since 2002. Its e-commerce approach blends creative, analytical, marketing and technical services designed to increase a brand's sales online.

Contact: Roger Willcocks, Director, Screen Pages
Tel: 01932 333 592

Published on: 3:47PM on 27th August 2010