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While companies have concerns over their conversions, agency respondents were more optimistic, with nearly half (46%) saying their clients are typically satisfied with conversion rates. Rates are improving though with 70% of companies and 82% of agencies reporting an increase over the last 12 months. Here are a few other highlights from the research: Measurement <ul> <li>More than two thirds of companies (68%) measure overall site conversion to sale (shown below), compared to half (54%) who measure overall site conversion to response, while agency responses were similar (70% and 59%). </li> </ul> <img alt="" height="296" src="http://farm3.static.flickr.com/2611/4004850320_04c9c65046_o.jpg" width="460" /> Segmentation <ul> <li>Segmentation improves conversion. Organisations whose online conversion performance had improved over the previous 12 months looked at twice the number of segments as those whose rates have not improved. </li> <li>The main types of segmentation carried out are: demographic (39%) geographic (36%) and behavioural (33%). Some are clearly missing a trick, as 13% of companies do not segment at all.</li> <li>Over half of companies (56%) use segmentation for customer analysis, and 50% use it for email personalisation, with search engine marketing lower down the list of priorities: </li> </ul> Barriers to improvement <ul> <li>The biggest obstacle to improving conversion rates is a "lack of resources" (cited by 47% of respondents), though there is some <a href="http://econsultancy.com/blog/4727-conversion-clients-and-agencies-don-t-see-eye-to-eye">disagreement here between company and agency respondents</a>. </li> <li>Only a third of agencies (33%) said that the lack of resources was an issue holding back improvements to conversion rates, with more (40%) pointing to a "lack of budget". </li> </ul>

While companies have concerns over their conversions, agency respondents were more optimistic, with nearly half (46%) saying their clients are typically satisfied with conversion rates. Rates are improving though with 70% of companies and 82% of agencies reporting an increase over the last 12 months. Here are a few other highlights from the research: Measurement <ul> <li>More than two thirds of companies (68%) measure overall site conversion to sale (shown below), compared to half (54%) who measure overall site conversion to response, while agency responses were similar (70% and 59%). </li> </ul> <img src="http://farm3.static.flickr.com/2611/4004850320_04c9c65046_o.jpg" alt="" width="460" height="296" /> Segmentation <ul> <li>Segmentation improves conversion. Organisations whose online conversion performance had improved over the previous 12 months looked at twice the number of segments as those whose rates have not improved. </li> <li>The main types of segmentation carried out are: demographic (39%) geographic (36%) and behavioural (33%). Some are clearly missing a trick, as 13% of companies do not segment at all.</li> <li>Over half of companies (56%) use segmentation for customer analysis, and 50% use it for email personalisation, with search engine marketing lower down the list of priorities: </li> </ul> Barriers to improvement <ul> <li>The biggest obstacle to improving conversion rates is a "lack of resources" (cited by 47% of respondents), though there is some <a href="http://econsultancy.com/blog/4727-conversion-clients-and-agencies-don-t-see-eye-to-eye">disagreement here between company and agency respondents</a>. </li> <li>Only a third of agencies (33%) said that the lack of resources was an issue holding back improvements to conversion rates, with more (40%) pointing to a "lack of budget". </li> </ul>

2009-10-12T13:21:10+01:00

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Online businesses have plenty of room for improvement, with 39% saying they are dissatisfied with their conversion rates, and just a quarter claiming to be either 'very' or 'quite' satisfied. This is one of the findings from our <a href="http://econsultancy.com/reports/conversion-report">Conversion Report</a>, produced in association with <a href="http://econsultancy.com/directories/suppliers/red-eye-international-ltd">RedEye</a>, which presents the results of a survey of 700 company and agency respondent about their approach to conversion rates.

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The Econsultancy / RedEye <a href="http://econsultancy.com/reports/conversion-report">Conversion Report</a> contains a detailed overview of the tools, strategies, and processes used by companies to improve their conversion rates. The research covers uptake of best practice, barriers to improving conversion rates, and insight into the different ways used to segment site customers and visitors ... plus much more.

The Econsultancy / RedEye <a href="http://econsultancy.com/reports/conversion-report">Conversion Report</a> contains a detailed overview of the tools, strategies, and processes used by companies to improve their conversion rates. The research covers uptake of best practice, barriers to improving conversion rates, and insight into the different ways used to segment site customers and visitors ... plus much more.

39% of companies unhappy with their conversion rates: survey false

2009-10-12T14:36:00+01:00

39-of-companies-unhappy-with-their-conversion-rates-survey

2009-10-12T15:58:23+01:00

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