IBM Coremetrics Benchmark Industry Report

Benchmark Industry Report for U.K. Retail:
Download this report as a PDF.

  Session Traffic Summary Mar-09 Feb-09 % Change
(m/m)		 Mar-08 % Change
(y/y)
  One Page Session1 26.39% 24.26% 8.78% 21.55% 22.46%
  Multi Page Session2 73.61% 75.74% -2.81% 78.45% -6.17%
  Browser Session3 52.62% 53.84% -2.27% 55.70% -5.53%
  Shopping Cart Sessions4 8.57% 8.41% 1.90% 9.56% -10.36%
  Order Sessions5 4.23% 3.95% 7.09% 4.90% -13.67%
             
 
  Visitor Experience Summary Mar-09 Feb-09 % Change
(m/m)		 Mar-08 % Change
(y/y)
  Page Views Per Session6 11.07 11.06 0.10% 12.60 -12.15%
  Product Views Per Session7 2.09 2.12 -1.51% 2.47 -15.27%
  Average Time on Site (in seconds)8 454.03 450.42 0.80% 553.15 -17.92%
             
 
  Transaction Summary Mar-09 Feb-09 % Change
(m/m)		 Mar-08 % Change
(y/y)
  Average Items/Order9 2.35 2.32 1.32% 2.52 -6.89%
  Average Order Value10 £57.09 £55.30 3.24% £56.96 0.22%
  Shopping Cart Conversion Rate11 49.90% 47.47% 5.12% 52.25% -4.50%
  Shopping Cart Abandonment12 50.10% 52.53% -4.63% 47.75% 4.92%
  New Visitor Conversion Rate13 3.04% 2.75% 10.55% 3.27% -7.03%
             
 
  On-Site Search Summary Mar-09 Feb-09 % Change
(m/m)		 Mar-08 % Change
(y/y)
  On-Site Search Session14 29.67% 31.76% -6.58% 33.05% -10.23%
  On-Site Search Conversion Rate15 7.59% 7.04% 7.81% 8.60% -11.74%
  On-Site Search Average Order Value16 £42.90 £40.58 5.71% £43.67 -1.78%
             
 
  Marketing Summary          
    Direct Load Mar-09 Feb-09 % Change
(m/m)		 Mar-08 % Change
(y/y)
    Traffic %17 51.97% 51.23% 1.44% 52.35% -0.73%
    Sales %18 55.97% 56.90% -1.63% 59.72% -6.28%
    Conversion Rate19 4.79% 4.69% 2.13% 6.23% -23.11%
             
    Natural Search Mar-09 Feb-09 % Change
(m/m)		 Mar-08 % Change
(y/y)
    Traffic %20 18.74% 19.15% -2.14% 17.65% 6.18%
    Sales %21 14.01% 14.14% -0.92% 10.05% 39.40%
    Conversion Rate22 3.16% 2.84% 11.27% 2.68% 17.91%
               
    Referrals Mar-09 Feb-09 % Change
(m/m)		 Mar-08 % Change
(y/y)
    Traffic %23 5.34% 5.10% 4.71% 5.99% -10.85%
    Sales %24 2.87% 3.04% -5.59% 4.09% -29.83%
    Referral Conversion
Rate25		 2.76% 2.76% 0.00% 2.98% -7.38%
               
 

Download UK Benchmarks as PDF

 
About IBM Coremetrics Benchmark:
 
Session Traffic Summary Metrics
1. One Page Session % Out of all sessions, the percentage in which visitors immediately departed the site (i.e. only one page was viewed by the visitor during the session).
2. Multi-Page Session % Out of all sessions, the percentage in which visitors did not immediately depart the site (i.e., more than one page viewed by the visitor during the session).
3. Browser Session % Out of all sessions, the percentage in which visitors viewed at least one product page.
4. Shopping Cart Session % Out of all sessions, the percentage in which visitors placed at least one item in their shopping cart.
5. Order Session % Out of all sessions, the percentage in which visitors completed an order.
 
Visitor Experience Summary Metrics
6. Page Views/Session The average number of pages viewed by visitors per session.
7. Product Views/Session The average number of products viewed by visitors per session.
8. Average Session Length The average length of time for a visitor session.
 
Transactions Summary Metrics
9. Average Items Per Order The average number of items purchased per order.
10. Average Order Value The average value of each order.
11. Shopping Cart Conversion % Out of all visitors who placed items in their shopping carts, this is the percentage that went on to place an order.
12. Shopping Cart Abandonment % Out of visitors who placed items in their shopping carts, this is the percentage that did not go on to place an order.
13. New Visitor Conversion % Out of all new visitor sessions, this is the percentage that completed an order.
 
On-Site Search Summary Metrics
14. On-Site Search Session Out of all sessions, the percentage in which visitors used on-site search capabilities.
15. On-Site Search Conversion Out of all sessions where visitors used your on-site search capabilities, this is the percentage that also completed an order.
16. On-Site Search Average Order Value The average value of orders that were placed during sessions involving one or more on-site search.
 
Marketing Summary Metrics
17. Direct Load - % of Site Traffic Out of all tracked visitor sessions for the specified time period, the percentage attributable to a direct load of the site.
18. Direct Load - % of Sales Out of all sales for tracked visitor sessions for the specified time period, the percentage attributable to a direct load of the site.
19. Direct Load - Session Conversion Rate Out of all sessions tracked for the specified time period attributable to a direct load of the site, the percentage including an order.
20. Natural Search - % of Site Traffic Out of all tracked visitor sessions for the specified time period, the percentage attributable to a natural search link from a search engine.
21. Natural Search - % of Sales Out of all sales for tracked visitor sessions for the specified time period, the percentage attributable to a natural search link from a search engine.
22. Natural Search - Session Conversion Rate Out of all sessions, the percentage that included visitors viewing at least one product page.
23. Referrals - % of Site Traffic Out of all tracked visitor sessions for the specified time period, the percentage attributable to a referring site.
24. Referrals - % of Sales Out of all sales for tracked visitor sessions for the specified time period, the percentage attributable to a referring site.
25. Referrals - Session Conversion Rate Out of all sessions tracked for the specified time period that was attributable to a referring site, the percentage that included an order.
 
 

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