PIONEERING A NEW ERA OF INTELLIGENT QUANTITATIVE ECOMMERCE - THAT WORKS FOR YOU
ECOMMERCE MARKET DATA
  • Jul 2018 Sales Growth: 30.11%
  • Jul 2018 Conversion: 1.51%
  • Jul 2018 AOV: £89.24
  • Jul 2018 Average Sale Price of Item: £40.99
  • Jul 2018 CPA: 8.62%
Time Frame:  v

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2. Select a market segment:

Summary data for all markets and segments - July 2017 v July 2018

Measure Jul 2017 Jul 2018 Difference Growth
Sales Growth Withheld Withheld Withheld 30.11%
Average Order Value £134.72 £89.24 £-45.49 -33.76%
Cost Per Acquisition 8.07% 8.62% 0.55% 6.83%
Conversion Rate 1.55% 1.51% -0.04% -2.33%
Average Sale Price of Item £42.03 £40.99 £-1.04 -2.48%

Traffic Source Summary Data - July 2017 v July 2018

  Traffic Source July 2017 July 2018 Growth % Participating % CPA %
Google PPC Withheld Withheld 14.37% Withheld 9.36%
Facebook Paid Withheld Withheld 6.53% Withheld 10.42%
Affiliate Window Withheld Withheld 62.44% Withheld 6.34%
IRP Email Marketing Withheld Withheld 12.06% Withheld 0.00%
Bing & Yahoo PPC Withheld Withheld 50.32% Withheld 7.78%
Commission Junction Withheld Withheld -69.38% Withheld 32.05%
IRP Visitor Value Index:
£1.11
IRP Visitor Cost:
£0.08

Historical comparison data for all markets and segments - July 2017 v July 2018

Sales Growth - Historical

Total Sales (Dec 2017) Total Sales (Nov 2017) Total Sales (Oct 2017) Total Sales (Sep 2017) Total Sales (Aug 2017) Total Sales (Jul 2017) Total Sales (Jun 2017) Total Sales (May 2017) Total Sales (Apr 2017) Total Sales (Mar 2017) Total Sales (Feb 2017) Total Sales (Jan 2017) Total Sales (Jul 2018) Total Sales (Jun 2018) Total Sales (May 2018) Total Sales (Apr 2018) Total Sales (Mar 2018) Total Sales (Feb 2018) Total Sales (Jan 2018) Total Sales (Dec 2017) Total Sales (Dec 2017) Total Sales (Nov 2017) Total Sales (Nov 2017) Total Sales (Oct 2017) Total Sales (Oct 2017) Total Sales (Sep 2017) Total Sales (Sep 2017) Total Sales (Aug 2017) Total Sales (Aug 2017) Total Sales (Jul 2017) Total Sales (Jul 2017) Total Sales (Jun 2017) Total Sales (Jun 2017) Total Sales (May 2017) Total Sales (May 2017) Total Sales (Apr 2017) Total Sales (Apr 2017) Total Sales (Mar 2017) Total Sales (Mar 2017) Total Sales (Feb 2017) Total Sales (Feb 2017) Total Sales (Jul 2018) Total Sales (Jul 2018) Total Sales (Jun 2018) Total Sales (Jun 2018) Total Sales (May 2018) Total Sales (May 2018) Total Sales (Apr 2018) Total Sales (Apr 2018) Total Sales (Mar 2018) Total Sales (Mar 2018) Total Sales (Feb 2018) Total Sales (Feb 2018)

Summary

Sales in all segments of all ecommerce markets increased by an average of 30.11% in July 2018 compared to July 2017.

Cost Per Acquisition (CPA) - Historical

Average CPA (Dec 2017)
6.89% Average CPA (Nov 2017)
6.66% Average CPA (Oct 2017)
8.97% Average CPA (Sep 2017)
8.78% Average CPA (Aug 2017)
7.83% Average CPA (Jul 2017)
8.07% Average CPA (Jun 2017)
8.16% Average CPA (May 2017)
8.21% Average CPA (Apr 2017)
7.94% Average CPA (Mar 2017)
8.21% Average CPA (Feb 2017)
8.21% Average CPA (Jan 2017)
8.86% Average CPA (Jul 2018)
8.62% Average CPA (Jun 2018)
8.79% Average CPA (May 2018)
7.77% Average CPA (Apr 2018)
7.17% Average CPA (Mar 2018)
7.23% Average CPA (Feb 2018)
8.54% Average CPA (Jan 2018)
7.69% Average CPA (Dec 2017)
6.89% Average CPA (Dec 2017)
6.89% Average CPA (Nov 2017)
6.66% Average CPA (Nov 2017)
6.66% Average CPA (Oct 2017)
8.97% Average CPA (Oct 2017)
8.97% Average CPA (Sep 2017)
8.78% Average CPA (Sep 2017)
8.78% Average CPA (Aug 2017)
7.83% Average CPA (Aug 2017)
7.83% Average CPA (Jul 2017)
8.07% Average CPA (Jul 2017)
8.07% Average CPA (Jun 2017)
8.16% Average CPA (Jun 2017)
8.16% Average CPA (May 2017)
8.21% Average CPA (May 2017)
8.21% Average CPA (Apr 2017)
7.94% Average CPA (Apr 2017)
7.94% Average CPA (Mar 2017)
8.21% Average CPA (Mar 2017)
8.21% Average CPA (Feb 2017)
8.21% Average CPA (Feb 2017)
8.21% Average CPA (Jul 2018)
8.62% Average CPA (Jul 2018)
8.62% Average CPA (Jun 2018)
8.79% Average CPA (Jun 2018)
8.79% Average CPA (May 2018)
7.77% Average CPA (May 2018)
7.77% Average CPA (Apr 2018)
7.17% Average CPA (Apr 2018)
7.17% Average CPA (Mar 2018)
7.23% Average CPA (Mar 2018)
7.23% Average CPA (Feb 2018)
8.54% Average CPA (Feb 2018)
8.54%

Summary

The average CPA in all segments of all ecommerce markets increased by 6.83% to 8.62% in July 2018 compared to July 2017.

Conversion Rate - Historical

Average Conversion Rate (Dec 2017)
1.88% Average Conversion Rate (Nov 2017)
1.73% Average Conversion Rate (Oct 2017)
1.58% Average Conversion Rate (Sep 2017)
1.60% Average Conversion Rate (Aug 2017)
1.62% Average Conversion Rate (Jul 2017)
1.55% Average Conversion Rate (Jun 2017)
1.59% Average Conversion Rate (May 2017)
1.57% Average Conversion Rate (Apr 2017)
1.56% Average Conversion Rate (Mar 2017)
1.56% Average Conversion Rate (Feb 2017)
1.59% Average Conversion Rate (Jan 2017)
1.70% Average Conversion Rate (Jul 2018)
1.51% Average Conversion Rate (Jun 2018)
1.47% Average Conversion Rate (May 2018)
1.47% Average Conversion Rate (Apr 2018)
1.46% Average Conversion Rate (Mar 2018)
1.52% Average Conversion Rate (Feb 2018)
1.47% Average Conversion Rate (Jan 2018)
1.54% Average Conversion Rate (Dec 2017)
1.88% Average Conversion Rate (Dec 2017)
1.88% Average Conversion Rate (Nov 2017)
1.73% Average Conversion Rate (Nov 2017)
1.73% Average Conversion Rate (Oct 2017)
1.58% Average Conversion Rate (Oct 2017)
1.58% Average Conversion Rate (Sep 2017)
1.60% Average Conversion Rate (Sep 2017)
1.60% Average Conversion Rate (Aug 2017)
1.62% Average Conversion Rate (Aug 2017)
1.62% Average Conversion Rate (Jul 2017)
1.55% Average Conversion Rate (Jul 2017)
1.55% Average Conversion Rate (Jun 2017)
1.59% Average Conversion Rate (Jun 2017)
1.59% Average Conversion Rate (May 2017)
1.57% Average Conversion Rate (May 2017)
1.57% Average Conversion Rate (Apr 2017)
1.56% Average Conversion Rate (Apr 2017)
1.56% Average Conversion Rate (Mar 2017)
1.56% Average Conversion Rate (Mar 2017)
1.56% Average Conversion Rate (Feb 2017)
1.59% Average Conversion Rate (Feb 2017)
1.59% Average Conversion Rate (Jul 2018)
1.51% Average Conversion Rate (Jul 2018)
1.51% Average Conversion Rate (Jun 2018)
1.47% Average Conversion Rate (Jun 2018)
1.47% Average Conversion Rate (May 2018)
1.47% Average Conversion Rate (May 2018)
1.47% Average Conversion Rate (Apr 2018)
1.46% Average Conversion Rate (Apr 2018)
1.46% Average Conversion Rate (Mar 2018)
1.52% Average Conversion Rate (Mar 2018)
1.52% Average Conversion Rate (Feb 2018)
1.47% Average Conversion Rate (Feb 2018)
1.47%

Summary

The average conversion rate in all segments of all ecommerce markets decreased by -2.33% to 1.51% in July 2018 compared to July 2017.

Traffic Channels

Email Marketing
(8.3 %) Direct
(11.8 %) Affiliate Marketing
(11.8 %) Paid Social Media Marketing
(15.8 %) Paid Search Marketing
(52.3 %)

Summary

Paid Search Marketing was the best-performing Traffic Channel in terms of sales in July 2018. Email Marketing was the worst-performing Traffic Channel in terms of sales in July 2018.

Average Order Value - Historical

Average Order Value (Dec 2017)
£190.00 Average Order Value (Nov 2017)
£140.24 Average Order Value (Oct 2017)
£126.25 Average Order Value (Sep 2017)
£135.78 Average Order Value (Aug 2017)
£150.38 Average Order Value (Jul 2017)
£134.72 Average Order Value (Jun 2017)
£117.54 Average Order Value (May 2017)
£111.82 Average Order Value (Apr 2017)
£138.71 Average Order Value (Mar 2017)
£116.75 Average Order Value (Feb 2017)
£120.53 Average Order Value (Jan 2017)
£124.55 Average Order Value (Jul 2018)
£89.24 Average Order Value (Jun 2018)
£85.36 Average Order Value (May 2018)
£88.65 Average Order Value (Apr 2018)
£121.05 Average Order Value (Mar 2018)
£197.35 Average Order Value (Feb 2018)
£123.45 Average Order Value (Jan 2018)
£142.37 Average Order Value (Dec 2017)
£190.00 Average Order Value (Dec 2017)
£190.00 Average Order Value (Nov 2017)
£140.24 Average Order Value (Nov 2017)
£140.24 Average Order Value (Oct 2017)
£126.25 Average Order Value (Oct 2017)
£126.25 Average Order Value (Sep 2017)
£135.78 Average Order Value (Sep 2017)
£135.78 Average Order Value (Aug 2017)
£150.38 Average Order Value (Aug 2017)
£150.38 Average Order Value (Jul 2017)
£134.72 Average Order Value (Jul 2017)
£134.72 Average Order Value (Jun 2017)
£117.54 Average Order Value (Jun 2017)
£117.54 Average Order Value (May 2017)
£111.82 Average Order Value (May 2017)
£111.82 Average Order Value (Apr 2017)
£138.71 Average Order Value (Apr 2017)
£138.71 Average Order Value (Mar 2017)
£116.75 Average Order Value (Mar 2017)
£116.75 Average Order Value (Feb 2017)
£120.53 Average Order Value (Feb 2017)
£120.53 Average Order Value (Jul 2018)
£89.24 Average Order Value (Jul 2018)
£89.24 Average Order Value (Jun 2018)
£85.36 Average Order Value (Jun 2018)
£85.36 Average Order Value (May 2018)
£88.65 Average Order Value (May 2018)
£88.65 Average Order Value (Apr 2018)
£121.05 Average Order Value (Apr 2018)
£121.05 Average Order Value (Mar 2018)
£197.35 Average Order Value (Mar 2018)
£197.35 Average Order Value (Feb 2018)
£123.45 Average Order Value (Feb 2018)
£123.45

Summary

Average Order Values in all segments of all ecommerce markets decreased by -33.76% in July 2018 compared to July 2017.

Average Sale Price of Item - Historical

Average Sale Price of Item (Dec 2017)
£42.29 Average Sale Price of Item (Nov 2017)
£42.29 Average Sale Price of Item (Oct 2017)
£42.82 Average Sale Price of Item (Sep 2017)
£44.24 Average Sale Price of Item (Aug 2017)
£43.82 Average Sale Price of Item (Jul 2017)
£42.03 Average Sale Price of Item (Jun 2017)
£43.73 Average Sale Price of Item (May 2017)
£44.85 Average Sale Price of Item (Apr 2017)
£42.29 Average Sale Price of Item (Mar 2017)
£42.64 Average Sale Price of Item (Feb 2017)
£38.79 Average Sale Price of Item (Jan 2017)
£40.55 Average Sale Price of Item (Jul 2018)
£40.99 Average Sale Price of Item (Jun 2018)
£40.76 Average Sale Price of Item (May 2018)
£41.50 Average Sale Price of Item (Apr 2018)
£41.67 Average Sale Price of Item (Mar 2018)
£41.37 Average Sale Price of Item (Feb 2018)
£42.36 Average Sale Price of Item (Jan 2018)
£42.28 Average Sale Price of Item (Dec 2017)
£42.29 Average Sale Price of Item (Dec 2017)
£42.29 Average Sale Price of Item (Nov 2017)
£42.29 Average Sale Price of Item (Nov 2017)
£42.29 Average Sale Price of Item (Oct 2017)
£42.82 Average Sale Price of Item (Oct 2017)
£42.82 Average Sale Price of Item (Sep 2017)
£44.24 Average Sale Price of Item (Sep 2017)
£44.24 Average Sale Price of Item (Aug 2017)
£43.82 Average Sale Price of Item (Aug 2017)
£43.82 Average Sale Price of Item (Jul 2017)
£42.03 Average Sale Price of Item (Jul 2017)
£42.03 Average Sale Price of Item (Jun 2017)
£43.73 Average Sale Price of Item (Jun 2017)
£43.73 Average Sale Price of Item (May 2017)
£44.85 Average Sale Price of Item (May 2017)
£44.85 Average Sale Price of Item (Apr 2017)
£42.29 Average Sale Price of Item (Apr 2017)
£42.29 Average Sale Price of Item (Mar 2017)
£42.64 Average Sale Price of Item (Mar 2017)
£42.64 Average Sale Price of Item (Feb 2017)
£38.79 Average Sale Price of Item (Feb 2017)
£38.79 Average Sale Price of Item (Jul 2018)
£40.99 Average Sale Price of Item (Jul 2018)
£40.99 Average Sale Price of Item (Jun 2018)
£40.76 Average Sale Price of Item (Jun 2018)
£40.76 Average Sale Price of Item (May 2018)
£41.50 Average Sale Price of Item (May 2018)
£41.50 Average Sale Price of Item (Apr 2018)
£41.67 Average Sale Price of Item (Apr 2018)
£41.67 Average Sale Price of Item (Mar 2018)
£41.37 Average Sale Price of Item (Mar 2018)
£41.37 Average Sale Price of Item (Feb 2018)
£42.36 Average Sale Price of Item (Feb 2018)
£42.36

Summary

Average Sale Price of Item sales in all segments of all ecommerce markets decreased by an average of -2.48% in July 2018 compared to July 2017.

Revenue by Location

International
(49.5 %) Domestic
(50.5 %)

Summary

Domestic was the best-performing Location in terms of sales in July 2018. International was the worst-performing Location in terms of sales in July 2018.

Revenue by Device

Tablet
(9.2 %) Mobile
(37.6 %) Desktop
(53.2 %)

Summary

Desktop was the best-performing Device in terms of sales in July 2018. Tablet was the worst-performing Device in terms of sales in July 2018.

Visitors

Visitor Total - Dec 2017
4,032,899 Visitor Total - Nov 2017
4,622,503 Visitor Total - Oct 2017
3,377,822 Visitor Total - Sep 2017
3,353,190 Visitor Total - Aug 2017
3,469,167 Visitor Total - Jul 2017
3,729,240 Visitor Total - Jun 2017
3,075,131 Visitor Total - May 2017
2,906,985 Visitor Total - Apr 2017
2,812,985 Visitor Total - Mar 2017
3,027,897 Visitor Total - Feb 2017
2,739,415 Visitor Total - Jan 2017
2,850,927 Visitor Total - Jul 2018
4,564,016 Visitor Total - Jun 2018
4,365,765 Visitor Total - May 2018
4,538,731 Visitor Total - Apr 2018
4,288,394 Visitor Total - Mar 2018
4,125,675 Visitor Total - Feb 2018
3,508,508 Visitor Total - Jan 2018
3,709,046 Visitor Total - Dec 2017
4,032,899 Visitor Total - Dec 2017
4,032,899 Visitor Total - Nov 2017
4,622,503 Visitor Total - Nov 2017
4,622,503 Visitor Total - Oct 2017
3,377,822 Visitor Total - Oct 2017
3,377,822 Visitor Total - Sep 2017
3,353,190 Visitor Total - Sep 2017
3,353,190 Visitor Total - Aug 2017
3,469,167 Visitor Total - Aug 2017
3,469,167 Visitor Total - Jul 2017
3,729,240 Visitor Total - Jul 2017
3,729,240 Visitor Total - Jun 2017
3,075,131 Visitor Total - Jun 2017
3,075,131 Visitor Total - May 2017
2,906,985 Visitor Total - May 2017
2,906,985 Visitor Total - Apr 2017
2,812,985 Visitor Total - Apr 2017
2,812,985 Visitor Total - Mar 2017
3,027,897 Visitor Total - Mar 2017
3,027,897 Visitor Total - Feb 2017
2,739,415 Visitor Total - Feb 2017
2,739,415 Visitor Total - Jul 2018
4,564,016 Visitor Total - Jul 2018
4,564,016 Visitor Total - Jun 2018
4,365,765 Visitor Total - Jun 2018
4,365,765 Visitor Total - May 2018
4,538,731 Visitor Total - May 2018
4,538,731 Visitor Total - Apr 2018
4,288,394 Visitor Total - Apr 2018
4,288,394 Visitor Total - Mar 2018
4,125,675 Visitor Total - Mar 2018
4,125,675 Visitor Total - Feb 2018
3,508,508 Visitor Total - Feb 2018
3,508,508

Summary

Visitors in all segments of all ecommerce markets increased by an average of 22.38% in July 2018 compared to July 2017.

Bounce

Average Bounce (Dec 2017) Average Bounce (Nov 2017) Average Bounce (Oct 2017) Average Bounce (Sep 2017) Average Bounce (Aug 2017) Average Bounce (Jul 2017) Average Bounce (Jun 2017) Average Bounce (May 2017) Average Bounce (Apr 2017) Average Bounce (Mar 2017) Average Bounce (Feb 2017) Average Bounce (Jan 2017) Average Bounce (Jul 2018) Average Bounce (Jun 2018) Average Bounce (May 2018) Average Bounce (Apr 2018) Average Bounce (Mar 2018) Average Bounce (Feb 2018) Average Bounce (Jan 2018) Average Bounce (Dec 2017) Average Bounce (Dec 2017) Average Bounce (Nov 2017) Average Bounce (Nov 2017) Average Bounce (Oct 2017) Average Bounce (Oct 2017) Average Bounce (Sep 2017) Average Bounce (Sep 2017) Average Bounce (Aug 2017) Average Bounce (Aug 2017) Average Bounce (Jul 2017) Average Bounce (Jul 2017) Average Bounce (Jun 2017) Average Bounce (Jun 2017) Average Bounce (May 2017) Average Bounce (May 2017) Average Bounce (Apr 2017) Average Bounce (Apr 2017) Average Bounce (Mar 2017) Average Bounce (Mar 2017) Average Bounce (Feb 2017) Average Bounce (Feb 2017) Average Bounce (Jul 2018) Average Bounce (Jul 2018) Average Bounce (Jun 2018) Average Bounce (Jun 2018) Average Bounce (May 2018) Average Bounce (May 2018) Average Bounce (Apr 2018) Average Bounce (Apr 2018) Average Bounce (Mar 2018) Average Bounce (Mar 2018) Average Bounce (Feb 2018) Average Bounce (Feb 2018)

Summary

The bounce rate in all segments of all ecommerce markets increased by 4.56% to 54.90% in July 2018 compared to July 2017.

Markets Risers & Fallers - July 2017 v July 2018

Sales

RankNameJul 2017Jul 2018DifferenceGrowth
1Health and WellbeingWithheldWithheldWithheld74.18%
2Baby & ChildWithheldWithheldWithheld62.30%
3Electrical & Commercial EquipmentWithheldWithheldWithheld47.07%
4Pet CareWithheldWithheldWithheld41.11%
5Cars and MotorcyclingWithheldWithheldWithheld36.50%
6Home Accessories and GiftwareWithheldWithheldWithheld33.17%
7Food & DrinkWithheldWithheldWithheld26.35%
8Arts and CraftsWithheldWithheldWithheld25.55%
9Fashion Clothing & AccessoriesWithheldWithheldWithheld24.16%
10Kitchen & Home AppliancesWithheldWithheldWithheld21.97%
11Sports and RecreationWithheldWithheldWithheld10.31%
12Agricultural SuppliesWithheldWithheldWithheld-9.30%

Cost Per Acquisition (CPA)

RankNameJul 2017Jul 2018DifferenceGrowth
1Electrical & Commercial Equipment7.00%8.28%1.28%18.30%
2Health and Wellbeing8.16%9.64%1.48%18.15%
3Pet Care6.65%7.65%1.00%15.06%
4Arts and Crafts1.55%1.49%-0.06%-3.74%
5Baby & Child8.24%7.44%-0.79%-9.63%
6Agricultural Supplies8.77%7.92%-0.85%-9.64%
7Fashion Clothing & Accessories12.71%10.35%-2.36%-18.55%
8Sports and Recreation7.63%6.16%-1.47%-19.31%
9Food & Drink5.88%4.74%-1.14%-19.32%
10Home Accessories and Giftware12.84%7.97%-4.87%-37.92%
11Cars and Motorcycling6.09%3.64%-2.45%-40.24%
12Kitchen & Home Appliances17.97%5.94%-12.03%-66.96%

Conversion Rate

RankNameJul 2017Jul 2018DifferenceGrowth
1Home Accessories and Giftware1.00%1.46%0.45%45.32%
2Cars and Motorcycling1.12%1.36%0.24%21.60%
3Arts and Crafts3.42%4.01%0.59%17.38%
4Baby & Child0.61%0.71%0.10%16.02%
5Fashion Clothing & Accessories1.24%1.41%0.16%13.07%
6Pet Care2.31%2.51%0.20%8.70%
7Health and Wellbeing2.08%2.02%-0.06%-2.80%
8Food & Drink0.96%0.90%-0.06%-6.56%
9Agricultural Supplies0.65%0.58%-0.07%-10.95%
10Electrical & Commercial Equipment3.14%2.70%-0.44%-14.02%
11Sports and Recreation1.28%1.09%-0.19%-14.74%
12Kitchen & Home Appliances1.94%1.61%-0.34%-17.46%

Average Order Value (AOV)

RankNameJul 2017Jul 2018DifferenceGrowth
1Food & Drink£120.98£147.6426.66%22.04%
2Health and Wellbeing£39.98£47.697.71%19.29%
3Arts and Crafts£76.38£85.819.43%12.35%
4Pet Care£68.21£74.596.39%9.36%
5Agricultural Supplies£68.90£72.453.55%5.15%
6Baby & Child£205.73£212.126.40%3.11%
7Cars and Motorcycling£121.44£121.27-0.17%-0.14%
8Electrical & Commercial Equipment£61.55£60.86-0.69%-1.12%
9Fashion Clothing & Accessories£107.73£101.59-6.14%-5.70%
10Kitchen & Home Appliances£58.20£53.10-5.10%-8.76%
11Home Accessories and Giftware£82.43£74.66-7.77%-9.43%
12Sports and Recreation£200.12£92.20-107.92%-53.93%

Segments Risers & Fallers - July 2017 v July 2018

Sales

RankNameJul 2017Jul 2018DifferenceGrowth
1Men's & Women's ClothingWithheldWithheldWithheld152.36%
2Hair & Beauty ProductsWithheldWithheldWithheld88.36%
3Electrical & Security SuppliesWithheldWithheldWithheld80.43%
4Pet SuppliesWithheldWithheldWithheld69.76%
5Baby Pram & Nursery SuppliesWithheldWithheldWithheld62.30%
6Dog & Pet GroomingWithheldWithheldWithheld40.03%
7CyclingWithheldWithheldWithheld39.48%
8FishingWithheldWithheldWithheld37.40%
9Motorcycle SuppliesWithheldWithheldWithheld36.50%
10Pottery, Crystal, Ceramic & Porcelain GoodsWithheldWithheldWithheld33.17%
11Wine and Spirit MerchantsWithheldWithheldWithheld26.35%
12Pottery & Art SuppliesWithheldWithheldWithheld25.55%
13GolfWithheldWithheldWithheld25.42%
14Racking, Cabling & LightingWithheldWithheldWithheld24.61%
15Coffee Machine SuppliesWithheldWithheldWithheld23.14%
16HockeyWithheldWithheldWithheld15.53%
17Physio SuppliesWithheldWithheldWithheld13.06%
18JewelleryWithheldWithheldWithheld5.32%
19Gaelic SportsWithheldWithheldWithheld3.15%
20Sailing & Marine ChandleryWithheldWithheldWithheld2.61%
21Home Security ItemsWithheldWithheldWithheld1.43%
22CampingWithheldWithheldWithheld-0.20%
23FootwearWithheldWithheldWithheld-8.47%
24Farm & Tractor PartsWithheldWithheldWithheld-9.30%
25Health ProductsWithheldWithheldWithheld-14.08%
26Mountain & OutdoorWithheldWithheldWithheld-24.23%
27Sporting GoodsWithheldWithheldWithheld-28.56%
28RugbyWithheldWithheldWithheld-80.13%

Cost Per Acquisition (CPA)

RankNameJul 2017Jul 2018DifferenceGrowth
1Home Security Items8.37%28.08%19.71%235.52%
2Racking, Cabling & Lighting4.46%7.96%3.50%78.42%
3Rugby15.90%27.46%11.56%72.68%
4Hockey4.58%6.77%2.19%47.87%
5Gaelic Sports9.15%12.21%3.06%33.41%
6Hair & Beauty Products7.34%9.30%1.96%26.68%
7Mountain & Outdoor6.77%8.29%1.52%22.43%
8Pet Supplies16.51%19.39%2.88%17.48%
9Footwear5.88%6.72%0.85%14.38%
10Dog & Pet Grooming6.28%7.12%0.84%13.32%
11Physio Supplies12.87%13.80%0.93%7.24%
12Pottery & Art Supplies1.55%1.49%-0.06%-3.74%
13Sailing & Marine Chandlery6.90%6.29%-0.61%-8.84%
14Baby Pram & Nursery Supplies8.24%7.44%-0.79%-9.63%
15Farm & Tractor Parts8.77%7.92%-0.85%-9.64%
16Camping6.55%5.90%-0.66%-10.01%
17Jewellery13.69%12.26%-1.43%-10.45%
18Golf6.47%5.25%-1.22%-18.84%
19Wine and Spirit Merchants5.88%4.74%-1.14%-19.32%
20Electrical & Security Supplies10.77%8.61%-2.16%-20.07%
21Men's & Women's Clothing7.88%5.52%-2.36%-29.94%
22Cycling7.94%5.12%-2.82%-35.52%
23Pottery, Crystal, Ceramic & Porcelain Goods12.84%7.97%-4.87%-37.92%
24Motorcycle Supplies6.09%3.64%-2.45%-40.24%
25Sporting Goods15.53%8.46%-7.07%-45.53%
26Health Products7.90%4.15%-3.75%-47.48%
27Coffee Machine Supplies18.52%4.90%-13.62%-73.54%
28Fishing14.97%2.49%-12.49%-83.39%

Conversion Rate

RankNameJul 2017Jul 2018DifferenceGrowth
1Fishing0.65%1.07%0.43%65.92%
2Pottery, Crystal, Ceramic & Porcelain Goods1.00%1.46%0.45%45.32%
3Men's & Women's Clothing0.93%1.15%0.22%23.93%
4Motorcycle Supplies1.12%1.36%0.24%21.60%
5Pottery & Art Supplies3.42%4.01%0.59%17.38%
6Baby Pram & Nursery Supplies0.61%0.71%0.10%16.02%
7Jewellery2.02%2.33%0.31%15.32%
8Footwear1.10%1.25%0.15%13.59%
9Golf0.40%0.44%0.04%11.14%
10Dog & Pet Grooming2.80%3.10%0.30%10.55%
11Pet Supplies1.82%1.92%0.11%5.84%
12Coffee Machine Supplies2.53%2.66%0.13%5.24%
13Hair & Beauty Products1.82%1.88%0.06%3.25%
14Health Products2.26%2.30%0.04%1.86%
15Camping0.75%0.76%0.01%1.44%
16Gaelic Sports1.77%1.69%-0.08%-4.44%
17Physio Supplies2.41%2.29%-0.11%-4.75%
18Racking, Cabling & Lighting2.79%2.63%-0.16%-5.70%
19Wine and Spirit Merchants0.96%0.90%-0.06%-6.56%
20Mountain & Outdoor2.08%1.94%-0.14%-6.67%
21Sailing & Marine Chandlery1.57%1.46%-0.11%-7.22%
22Farm & Tractor Parts0.65%0.58%-0.07%-10.95%
23Hockey1.54%1.26%-0.28%-18.19%
24Electrical & Security Supplies3.48%2.76%-0.72%-20.69%
25Sporting Goods1.08%0.80%-0.28%-26.09%
26Cycling1.29%0.92%-0.38%-29.25%
27Rugby1.06%0.55%-0.51%-48.13%
28Home Security Items1.36%0.55%-0.81%-59.58%

Average Order Value (AOV)

RankNameJul 2017Jul 2018DifferenceGrowth
1Hair & Beauty Products£37.67£48.0210.35%27.49%
2Sporting Goods£54.18£67.5513.37%24.68%
3Golf£151.12£188.3737.25%24.65%
4Wine and Spirit Merchants£120.98£147.6426.66%22.04%
5Camping£173.61£200.7027.09%15.60%
6Hockey£71.21£82.2010.99%15.43%
7Dog & Pet Grooming£94.72£107.4412.72%13.43%
8Footwear£95.09£107.3412.25%12.88%
9Pottery & Art Supplies£76.38£85.819.43%12.35%
10Health Products£39.51£44.204.69%11.87%
11Physio Supplies£45.06£49.854.79%10.63%
12Rugby£44.79£48.914.12%9.20%
13Coffee Machine Supplies£45.34£49.313.97%8.76%
14Gaelic Sports£45.08£48.643.56%7.90%
15Farm & Tractor Parts£68.90£72.453.55%5.15%
16Baby Pram & Nursery Supplies£205.73£212.126.40%3.11%
17Racking, Cabling & Lighting£81.43£83.101.67%2.05%
18Pet Supplies£41.69£41.740.05%0.12%
19Motorcycle Supplies£121.44£121.27-0.17%-0.14%
20Sailing & Marine Chandlery£76.63£72.36-4.27%-5.57%
21Electrical & Security Supplies£41.67£38.62-3.05%-7.32%
22Jewellery£52.61£48.05-4.56%-8.67%
23Pottery, Crystal, Ceramic & Porcelain Goods£82.43£74.66-7.77%-9.43%
24Mountain & Outdoor£70.19£59.47-10.72%-15.27%
25Men's & Women's Clothing£141.61£117.52-24.09%-17.01%
26Home Security Items£71.05£56.89-14.16%-19.93%
27Fishing£91.45£20.80-70.65%-77.26%
28Cycling£518.93£109.88-409.05%-78.83%

IRP Definitions & Calculations

All figures shown include VAT (Tax). Growth figures, if positive, are coloured green; if negative they are coloured red. For consistency, this convention applies also to Cost Per Acquisition figures. Growth figures are calculated using the formula: (Difference between Most Recent Month & Earlier Month / Earlier Month) * 100. The formulae are applied to the underlying data and then rounded off; thus re-applying the formulae to the rounded off figures may produce very slightly different figures. Sales Growth This is the percentage difference (positive or negative) between the Total Revenue (£) for the selected months. Monthly monetary values are not shown. Cost Per Acquisition This indicates how much it costs in terms of marketing spend to acquire a customer, expressed as a percentage. For each month, the CPA% is calculated using the formula: Total Marketing Cost / Total Revenue (£) * 100. Conversion Rate This is defined as the percentage of visitors who become customers or, more precisely, the percentage of sessions that result in a sale. For each month, the Conversion Rate is calculated using the formula: Total Transactions / Total Sessions * 100. Note that sessions are used in this calculation and not visitors. Average Order Value This is defined as the average monetary value of all orders in a single month. For each month, the AOV is calculated using the formula: Total Revenue (£) / Number of Orders. Average Sale Price of Item This is defined as the average price that products are sold for within a particular market or across all markets. For each month, the Average Sale Price is calculated using the formula: Total Revenue (£) / Number of Units Sold. Traffic Channels The pie chart shows the percentage contribution made by individual traffic channels to overall sales. The figures are calculated using the formula: Revenue from Traffic Channel (£) / Total Revenue (£) * 100.




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