The process of digital transformation often focuses on new technologies and software, while neglecting the equally important task of ensuring employees have the requisite digital skills.

However when it comes to the all important task of CRO, it would appear that companies are aware of the importance of employing people who are directly responsible for improving conversion rates.

Econsultancy’s Conversion Rate Optimisation Report, published in association with RedEye, shows that after a year of relative stability in this area, companies are now more likely to have multiple people responsible for improving conversion rates.

There has been a 14% increase in the proportion of companies that have more than one person directly responsible for improving conversion rates, from 37% to 42%. 

Do you have anyone in your organization who is directly responsible for improving conversion rates?

The proportion of companies that have at least one person in charge of conversions (72%) is the highest since 2011, while the proportion of those not having anyone responsible for improving conversions is equal to the 2011 figure – which is also the lowest level in the history of this report.

Control over conversion rates

But having staff responsible for CRO obviously doesn’t mean companies have absolute control over their conversion rates.

More than a third of respondents (38%) said they felt their company had ‘very little’ or ‘no control’ over conversion rates, although the situation has shown a marked improvement on the previous year.

After declining in 2013’s survey, the proportion of organizations that feel they have quite a lot of control over conversion rates has increased by 17% to 48%.

Furthermore, 14% of companies surveyed feel they have a great deal of control, the highest percentage in the last six years.

How much control do you feel your organization has over conversion rates?

When cross-tabbed with results from a question about reported changes in sales, the data shows that four in five (80%) companies who have quite a lot or a great deal of control over conversion rates had seen an improvement in sales, compared with 35% of companies who have very little or no control.

This should come as no surprise, but it does again underline the importance of having a solid CRO strategy and employees with strong digital skills.

Upskilling staff

If you want to measure your own digital marketing knowledge then take our Digital Skills Index Survey.

It is designed to test and benchmark digital marketing knowledge, so your score will compared against those of your peers so you have an idea of where your strengths and weaknesses lie.

And if you're looking to assess your team's digital marketing skills then get in touch with our Digital Transformation team to find out more at

David Moth

Published 19 January, 2015 by David Moth

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

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Comments (2)

Duncan Heath

Duncan Heath, Head of Conversion Services at Fresh Egg

Thanks for extracting these really interesting findings David. These reports compiled with Red Eye are always excellent. As a digital marketing agency our conversion services team are certainly seeing an increase in the number of people in-house who are championing CRO within their company. And not just CRO, but testing in general...using data rather than opinion to make decisions.

This is a really positive trend and one which I've no doubt will continue as better tools allow for fewer barriers to entry, more coverage of outstanding ROI from testing is circulated, and accountability and accurate measurement continue to replace some of the hyperbole we unfortunately still have in our industry.

over 3 years ago

Paul Rouke

Paul Rouke, Founder & CEO at PRWD

Thanks for highlighting one of the crucial areas that businesss need to address in order to make a genuine, transformative leap to becoming data driven - having at least one person within the business responsible for conversion optimisation.

In late 2014 I presented at Conversion Conference UK on "Developing a culture which embraces data driven optimisation" and below is a one line summary of the three most influential approaches we use at PRWD to achieve this data driven optimisation culture:

1) Engage the right people from the very start
2) Have a senior champion that really gets it
3) Provide visibility of the impact and business wide learnings

Our CRO maturity model typically highlights just how much potential our clients have to reach the promised land of becoming truly data driven, and most importantly there is still time (although its running out!) for many of them to gain true competitive advantage in this space.

over 3 years ago

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