Ecommerce benchmark for UK, July 2008

Out of all traffic landing to the site,
- 21.97% visit one page only/immediately depart the site (bounce rate)
- 78% visit multiple pages
- 58% view at least one ‘product page’
- 9.60% place at least one item in their shopping cart
- 4.70% place an order (conversion rate)
In terms of visitors’ experience/session;
- 12 PPV/page views per session
- 2.53 page product view per session
- 7 mins avg. dwelling time
Transaction summary:
- Avg. 3.59 items purchased per order
- £50 average order value
- 49.57% shopping cart conversion rate (order completed)
- 50.43% shopping cart abandonment
- 3.04% new visitors completed their order!!
Onsite search summary:
- 34% visitors out of all sessions/traffic use the onsite search
- 7.58% then complete an order
- £41.22 average order value for order completed involving an onsite search
Source of Traffic:
- 49.77% of total traffic is direct
a. 58% of total sales come from direct traffic
b.5.96% conversion rate for direct traffic
- 18.48% of traffic come from natural search
a.10.34% sales come from natural search
b.2.72% natural search conversion rate
- 6.84% of traffic come from referral
a. 5.18% of total sales come from referral
b. 3.26% referral conversion rate

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