17 October 2012, London – The five key ingredients for successful conversion rate optimization are identified in a new report published by Econsultancy and RedEye (www.redeye.com) today. The research is based on a survey of almost 900 digital marketers carried out in July and August 2012.

The Conversion Rate Optimization Report, now in its fourth year, looks at the types of conversion and measurement used, as well as tools, strategies and processes employed for improving conversion rates across broad industry. The report also examines different areas of best practice and identifies which techniques and methods are most valuable for improving conversion rates.

A structured approach and clear responsibility for this discipline improve website conversion and sales. The other factors most closely correlated with success are usability testing, segmentation and multivariate or A/B (split) testing.

Looking specifically at optimization for mobile visitors, the proportion of organisations designing their websites specifically for mobile phones has increased from 25% to 35% since 2011. The proportion of companies designing their websites specifically for tablets has almost doubled, increasing from 13% in 2011 to 23% this year.

Other key survey findings:

--Companies with improved conversion in the last 12 months are performing on average 24% more tests and using 26% more methods to improve conversion than companies whose conversion had not improved.

--Companies with improved conversion are also using 90% more ways to segment their visitors and customers than companies whose conversion had not improved.

--70% of companies who said they had a structured approach to conversion had improved sales.
--Companies that adopt a structured approach are nearly twice as likely to have seen a large increase in sales.

--70% of companies enjoying a large increase in sales said they have a great deal or quite a lot of control over conversion, compared to only 38% of companies which have seen a decrease in sales.

--Companies who incentivise staff based on improving conversion rates are nearly twice as likely to have seen a large increase in sales compared to those that didn’t.

Mark Patron, CEO of conversion specialists RedEye, says: “Improving conversion requires both technology and people and, as much of our research shows, it is people that make things happen. People are your strongest asset and your greatest tool. In fact, being in control of conversion, having someone directly responsible for conversion and incentivising staff based on conversion are all highly correlated with improved conversion and sales. The truth is that technology can only take you so far. The rest comes down to people.”

Linus Gregoriadis, Research Director at Econsultancy, added: “Now in its fourth year, we are confident that this research has identified the most important factors for successful conversion rate optimization. A process-driven approach, incentivised employees and systematic testing are all key ingredients in the recipe for success.”

The full 2012 Econsultancy / RedEye Conversion Report is available for download here:

For more information contact:
Ryan Sommer, Content Marketing Executive, Econsultancy
ryan.sommer AT econsultancy.com
+44 (0) 207 269 1467


Monica Savut, Senior Research Analyst, Econsultancy
monica.savut AT econsultancy.com

About Econsultancy
Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and e-commerce. It provides independent research, consultancy services, and worldwide events and training for more than 120,000 members and counting, and has offices in London, New York, Sydney, Singapore and Dubai. Econsultancy was acquired by Centaur Media plc in July 2012.
Web: http://econsultancy.com Twitter: http://twitter.com/econsultancy

About RedEye
RedEye specialises in email and website optimization. For over 15 years we have been helping clients improve online conversion through highly targeted email marketing, website usability and testing. Understanding online user behaviour and using this to optimise online communication has always been at the heart of what we do.

RedEye’s process of conversion rate optimization helps clients improve their online marketing strategy by integrating web analytics, MVT and usability to fully understand the behaviour of online customers. As the leader in behavioural email, we integrate web analytics with email marketing to produce highly targeted campaigns that improve conversion and help our clients generate a high return on investment. Three times winner for ‘Best use of Email’ and winner for ‘Most Effective Online Campaign Optimiser’, RedEye’s award winning services have helped hundreds of online companies improve conversion across the globe.

RedEye currently has 3 UK offices (London, Milton Keynes and Crewe), 1 office in Germany (Dusseldorf) and 1 office in the US (New Jersey).

RedEye clients include Radley+Co, Interflora, Avis, Monarch, ASOS, M&S, Hotel Chocolat, esure, PayPlan, Gala Coral and Estée Lauder.

For more information visit http://www.redeye.com

Published on: 11:00AM on 17th October 2012