Market Data

Conversion Rate Optimization Report 2012

By Econsultancy,

There is a newer version of this report available: Conversion Rate Optimization Report 2017


This is the fourth annual Econsultancy Conversion Rate Optimization Report, in association with RedEye. The research looks at the types of conversion and measurement used, as well as tools, strategies and processes employed for improving conversion rates. The report also examines different areas of best practice and identifies which techniques and methods are most valuable for improving conversion rates.

The 86-page report is based on a survey of almost 900 client-side and agency digital marketers, carried out in July and August 2012.

34-slide presentation detailing the key findings is also available for download.

The report findings are divided into the following sections:

  • Type of conversion and measurement
  • Tools and strategies
  • Best practice
  • Testing and performance
  • Designing for mobile phones and tablets
  • Segmentation and personalisation
  • People and processes

Report highlights include: 

  • Satisfaction with conversion rates has been on a downward trend in the last four years. Just over a fifth (22%) of companies surveyed are satisfied with their conversion rates.
  • Overall, organisations find it most difficult to implement two methods they consider very valuable: multivariate testing and segmentation.
  • The proportion of companies designing their websites specifically for tablets has almost doubled, increasing from 13% in 2011 to 23% this year.
  • Seventy percent of the responding organisations who said they had a structured approach to conversion had improved sales.
  • Poor technology is now the fourth most cited barrier (jumping from the seventh place), the same level as for the first conversion survey carried out three years ago.

Table of contents

  1. Executive Summary and Highlights
    1. Key findings
  2. Introduction by RedEye
    1. About RedEye
    2. About Econsultancy
  3. Conversion Maturity Model
  4. Methodology and Sample
    1. Methodology
    2. Respondent profiles
  5. Findings
    1. Types of conversion and measurement
      1. Conversions relevant to organisation
      2. Methods used to measure conversion
      3. Satisfaction with online conversion rates
      4. Improvement in online conversion rates in the last year
      5. Change in online conversion rates in the last year
    2. Tools and strategies
      1. Methods currently used for improving conversion rates
      2. Implementation of methods used to improve conversion rates
      3. Value of methods used for improving conversion rates
      4. Difficulty implementing methods used for improving conversion rates
      5. Methods planned for improving conversion rates
    3. Best practice
      1. Best practices carried out by organisations
      2. Most effective technique for improving conversion rates
    4. Testing
      1. Areas of testing
      2. Tools and services used to test websites
      3. Elements of websites tested
      4. Number of tests carried out on website per month
      5. Ideas for testing
      6. Most challenging testing stage
      7. Aspects important to a succesful testing strategy
    5. Designing for mobile phones and tablets
      1. Design
      2. Usability testing
    6. Segmentation
      1. Ways of segmenting site visitors and customers
      2. Uses of segmentation
      3. Personalisation of landing pages
      4. Personalisation of other pages
    7. People and processes
      1. Number of staff responsible for improving conversion rates
      2. Personal involvement in improving conversion rates
      3. Perceived control over conversion rates
      4. Incentives based on conversion rates
      5. Approach to improving conversion rates
      6. Barriers to improving conversion rates
      7. What would make the biggest difference to conversion rates
  6. Appendix 1: Respondent Profiles
    1. Annual company turnover
    2. Business sector
    3. Geography
  7. Appendix 2: A Structured Approach to Conversion Rate Optimization (Summary)

Download a copy of the report to learn more. 

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Conversion Rate Optimization Report 2012 (752 KB PDF)
  • Pdf Disabled Conversion Rate Optimization Report 2012 (2.2 MB PDF)
  • Pdf Disabled Presentation: Conversion Rate Optimization Report 2012 (1.14 MB PDF)

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