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Analytics Statistics & Benchmarks

Written by Hamish Braddick on July 4th, 2011. 1 comments

We are often asked, "What should my bounce rate be? what is a normal conversion rate? What should I be aiming for?
With this post we bring together stats and metrics from around the world to help us formulate the most accurate and up-to-date averages most relevant to small New Zealand business, to use as benchmarks. Please keep in mind, that these averages are just that and, these figures will vary wildly depending upon your industry, your target customer, your goal types etc.

Conversion rate

In a report from Google based on website metric data from hundreds of thousands of anonymous Google analyics accounts. From November 1, 2010 - February 1, 2011.

New Zealand 1.8% - Is rather high in comparison to the rest of the world.

Bounce rate

In a report from Google based on website metric data from hundreds of thousands of anonymous Google analyics accounts. From November 1, 2010 - February 1, 2011.
New Zealand 0.42 - is somewhat lower than most other countries around the world

European B2C e-commerce is growing in waves.

JULY 30, 2007 - With an annual growth rate of 25% over the next four years, the market will triple in size by 2011, reaching $407 billion.

B2C E-Commerce Sales* in Europe**, 2006-2011 (billions and % increase vs. prior year***)

The UK, Germany and France currently dominate European e-commerce, accounting for 72% of total online sales

What Works, and What Doesn't, in Online Marketing

In an end-of-the-year survey, online marketers were asked to look back at what worked for them in 2006 and also peek ahead at their spending plans for 2007.

Search Engine Facts

The power of search engines - facts:

46% of all websites are found through search engines
55% of all online purchases result from websites found through search engines
95% of people do not look beyond the top 20 search engine positions

How websites are found:

46% by search engines
20% random surfing
20% word of mouth
4.4% magazine ads
1.4% television

sources: Neilson/Net Ratings, IMS strategies, Harris Interactive and NPD Group