In association with
Conversion Rate
Optimization
Report 2017
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2CONVERSION RATE OPTIMIZATION REPORT 2017 IN ASSOCIATION WITH
CONTENTS
1. Executve Summary and Highlights 3
1.1. Methodology 5
2. Introducton by RedEye 6
3. Conversion Maturity Model 8
4. Importance, Satsfacton and Improvements 9
4.1. Importance of conversion rate optmizaton 9
4.2. Improvement in online conversion rates in the last year 11
4.3. Satsfacton with online conversion rates 16
5. Tools and Strategies 18
5.1. Methods currently used for improving conversion rates 18
5.2. Value of methods used for improving conversion rates 22
5.3. Difculty implementng methods used for improving conversion rates 26
6. Testng and Performance 31
6.1. Areas of testng 31
6.2. Elements of websites tested 33
6.3. Number of tests carried out on website per month 35
6.4. Ideas for testng 37
6.5. Testng methods by channel 39
6.6. Complexity of testng 41
7. Personalizaton 43
7.1. Extent of personalizaton 43
7.2. Channels through which companies are personalizing 47
7.3. Impact since implementng personalizaton 49
7.4. Areas of the website being personalized 52
7.5. Use of data in website personalizaton 53
7.6. Ideas for website personalizaton 57
7.7. Technology used for website personalizaton 58
8. Investment, People and Processes 62
8.1. Budgets for conversion rate optmizaton 62
8.2. Staf responsible for improving conversion rates 65
8.3. Perceived control over conversion rates 68
8.4. Incentves based on conversion rates 71
8.5. Approach to improving conversion rates 73
8.6. Barriers to improving conversion rates 75
8.7. What would make the biggest diference to conversion rates? 78
9. Appendix: Respondent Profles 80
About Econsultancy 82
About RedEye 82
3CONVERSION RATE OPTIMIZATION REPORT 2017 IN ASSOCIATION WITH
1. EXECUTIVE SUMMARY AND HIGHLIGHTS
This is Econsultancy’s ninth Conversion Rate
Optmizaton (CRO) Report, published in
associaton with RedEye.
The research, based on an online survey of more
than 800 digital marketers and ecommerce
professionals, looks at the types of conversion
strategies and tactcs organizatons are using, in
additon to the tools and processes employed for
improving conversion rates. As well as touching on
the use and impact of personalizaton, the research
covers diferent areas of best practce and identfes
methods and techniques which are most valuable
for improving conversion rates.
The aim is to provide data and a framework to
help companies invest their tme and resources
as efectvely as possible, by examining which
methods and processes are most likely to yield
results.
The six key factors contributng to CRO
success
The research revealed the following key factors
contributng to improvement in and increased
satsfacton with conversion rates:
are most likely to see improvements in and
increased satsfacton with conversion rates.
likely companies are to see improvements in
conversion rates. However, regardless of the level
of complexity, improvements are more likely if
tests are run frequently.
is between three and fve each month.
have seen improvements in conversion rates,
while the same fgure for those without a
structured approach is just 64%.
conversion rates are more likely to be seen when
responsibility for CRO sits within the analytcs/
business intelligence or ecommerce functons.
is more likely to result in improvements in and
satsfacton with conversion rates.
Importance of CRO is widely
acknowledged, fueled by a need for
contnued improvements
Although the vast majority of marketers stll
perceive CRO to be important to their marketng
strategies, fewer see it as ‘crucial’ (down by fve
percentage points since last year and lowest
proporton recorded since our inaugural survey in
2009). As a mature discipline that has resulted in
annual improvements in conversion rates for more
than 65% of marketers since 2009, its priority over
and above newly emerging channels and disciplines
that are more likely to enthuse marketng teams
may be hard to maintain.
However, this research shows that more marketers
are dissatsfed with their conversion rates than
satsfed, despite the year-on-year improvements.
Contnual improvements can sometmes lead to
complacency, so it is encouraging to see that,
despite a downward trend, 50% stll see CRO as
crucial to their strategies, and that marketers
are not yet satsfed with their conversion rates,
driving the need for contnued improvements.
This is supported by the fact that more than half
of companies surveyed plan to increase their CRO
budgets over the next year.
Complex testng contnues to be the
preserve of the few
A/B testng is the most commonly used CRO
method, and is also perceived to be the most
valuable. The proporton of marketers ratng it as
‘highly valuable’ has increased by an encouraging
12 percentage points since 2016, up to 72% this
year. This value is likely due in part to its ease of
implementaton.
There has been an increase in the frequency of
testng this year, with the proporton of those
running at least two tests each month increasing
by 6%. Encouragingly, there’s been a signifcant
rise (+36%) in the proporton of those carrying out
between six and ten tests.
Though the basics of testng are evidently in
place in the majority of companies, testng at
a more complex level is not yet mainstream.
4CONVERSION RATE OPTIMIZATION REPORT 2017 IN ASSOCIATION WITH
The proporton of companies running complex
tests (e.g. changes to multple components on
multple pages) frequently or occasionally has only
marginally increased since last year (up from 41%
to 42%), while highly complex tests (e.g. complete
design and journey changes) are used by fewer
organizatons (down from 27% to 26%).
The frequency of testng reduces with the
complexity of the test; only 6% of companies
are frequently carrying out highly complex tests,
compared to 45% carrying out simple tests. A
regular testng schedule is an important part of
CRO strategies, and areas of improvement in
complexity and regularity of testng are highlighted
by this research.
Personalizaton challenges are preventng
uptake
The CRO method least used but most planned
is website personalizaton. While companies
acknowledge the value that personalizaton
provides, it is the most challenging of all the
CRO methods when it comes to implementaton:
35% said personalizaton was ‘very difcult’ to
implement and only 19% said it was ‘not difcult’.
With resources and budgets stll the biggest
barriers to successful CRO, website personalizaton
is evidently missing out on the investment needed
to make progress, and with its value behind a
handful of other methods, the low-hanging fruit
will contnue to be prioritzed and uptake likely to
plateau.
The stagnatng uptake in personalizaton is
evidenced by the lack of change since 2014 in the
proporton of marketers carrying out any form of
personalizaton in their marketng. Despite an inital
rise, this year the proporton has returned to the
2014 level of 62%.
This research points towards the need to prioritze
strategy around data collecton; just over half
of respondents have a strategy for collectng
onlin