A Dozen Digestible Takeaways from 2016's E-Commerce Benchmarks Study

Ecompromo | September 11, 2016 | SEO Resources

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Posted by Alan_Coleman

Hey Moz Blog readers.

I’m delighted to share with you a big body of work the Wolfgang team has just completed. It’s our E-commerce Benchmarks 2016 study. We dove into Google Analytics insights from over 80 million website sessions and over one-quarter of a billion dollars in online revenue for travel and retail websites, calculating average e-commerce website key performance indicators (KPIs) for you to use as benchmarks.

I hope these findings help you benchmark your KPIs and gain deeper insights into what you can do to boost conversion.

There are a number of unique features to this study:

  • We’ve divvied the results up into overall, travel, and retail. Within the retail cohort, we’ve broken out results for our “online only” retailers and “multichannel” retailers. The KPIs are distinctly different for the two sets of retailers.
  • We’ve conducted a correlation study in which we correlate all the factors of the study with conversion rate and with average order value.
  • We’ve expanded the scope of the study since last time and based on your comments, we’ve included site speed analysis, as well as more info around paths to conversion and assisted conversions.

In this post I’m going to give …read more



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