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Three out of five businesses (59%) believe that conversion rate optimisation is crucial to their overall digital marketing strategy, according to a new report from Econsultancy and RedEye.

A further 40% of respondents consider CRO to be ‘important’ (31%) or ‘quite important’ (9%). In contrast, only 1% of businesses believe that CRO is ‘not important’.

This highlights the growing focus on CRO in an increasingly competitive online marketplace, fuelled in part by more advanced targeting and personalisation technologies.

The findings come from the fifth annual Conversion Rate Optimization Report which is based on a survey of almost 1,000 client-side and agency digital marketers.

Growing importance of CRO

The report also found that nine out of 10 businesses (87%) believe that conversion rate optimisation (CRO) has become more important in the past five years.

Agency respondents echoed the answer given by client-side respondents, with 90% agreeing that CRO has become more important in the past five years.

How do you feel the focus on conversion rate optimisation (within your own or your clients’ organisations) has changed in the past five years?

Barriers to CRO

Though it’s clear that businesses are aware of the importance of CRO, there are still a number of barriers preventing its successful implementation.

Lack of resources (down by 2% since 2012) and lack of budget (up by 1%) have remained the biggest barriers to improving conversion rates for the fifth year in a row.

A conflict of interests between departments is now the third most common barrier (28%), up three places compared to last year’s report.

What are the biggest barriers preventing your organisation from improving conversion rates?

David Moth

Published 4 November, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1697 more posts from this author

Comments (3)


Conor O'Mahony

Thanks for sharing David.

BTW, Compete has some highly complementary research on the same topic and, among other things, found that:

"Nearly 1 in 4 indicated that they spend more than 25% of their time specifically on optimizing sales flows. More importantly, this investment of time results in better performance. 58% of those investing less than 10% of their time have poorer performing funnels (less than 2% conversion rate); whereas those that are spending 10% - 25% of their time on optimization are more likely to have a higher conversion rate (60%)."

If interested, you can read more at http://success.compete.com/2013-conversion-optimization-report-download


over 3 years ago

Simon Lamble

Simon Lamble, Director at Blossom Associates

Whilst these are really encouraging results for advocates of CRO, the findings seem really at odds with the day to day conversations I have with many businesses.

Many are still struggling to configure Google Analytics correctly, let along get to the point of truly understanding and affecting user behaviour onsite.

over 3 years ago



Here are a few major points about conversion rate optimization that haven’t been widely addressed by CRO experts, along with what you can do today to get ahead of the curve. Worth a read: http://blog.kissmetrics.com/forgetting-the-customer-lifecycle/

over 3 years ago

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