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There is a newer version of this report available: Conversion Rate Optimization Report 2016


This is the fifth annual Econsultancy Conversion Rate Optimization Report, in association with RedEye. The research looks at the types of conversion and measurement used, as well as the 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 aim is to provide data and a framework to help companies invest their time and resources as effectively as possible, by examining which methods and processes are most likely to yield results.

The 93-page report is based on a survey of almost 1,000 client-side and agency digital marketers, carried out in July and August 2013.

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

The report findings are divided into the following sections:

  • Importance of conversion rate optimization
  • Change in focus on conversion rate optimization
  • Types of conversion and measurement
  • Tools and strategies
  • Best practice
  • Testing and performance
  • Segmentation and personalization
  • People and processes

Report highlights include: 

  • Over a quarter (28%) of companies surveyed are satisfied with their conversion rates (either ‘very’ or ‘quite’ satisfied), up by 6% since 2012 and the highest level since we first carried out this survey in 2009.
  • Around three in five companies surveyed say A/B testing and multivariate testing are ‘highly valuable’ for improving conversion rates.
  • Of companies who carry out website testing, 87% of say they perform between one and five tests each month.
  • Organizations that adopt a structured approach to improving conversion rates are twice as likely to see an increase in conversion.
  • Companies whose conversion rates have improved over the previous 12 months are performing on average 50% more tests and using 47% more methods to improve conversion than those companies whose conversion rates have not improved.

Table of contents

  1. Executive Summary and Highlights
  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
  6. Importance of conversion rate optimization
  7. Change in focus on conversion rate optimization
  8. Types of conversion and measurement
    1. Conversions relevant to organization
    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
  9. Tools and strategies
    1. Methods currently used for improving conversion rates
    2. Storage of data from methods used
    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
  10. Best practice
    1. Best practices carried out by organizations
    2. Most effective technique for improving conversion rates
  11. Testing and performance
    1. Areas of testing
    2. Elements of websites tested
    3. Prioritising what to test
    4. Number of tests carried out on website per month
    5. Ideas for testing
    6. Most challenging testing stage
    7. Aspects important to a successful testing strategy
    8. Testing methods by channel
  12. Segmentation and personalization
    1. Ways of segmenting site visitors and customers
    2. Uses of segmentation
    3. Personalization of landing pages
    4. Personalization of other pages
    5. Elements of websites personalised
  13. 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
  14. Appendix: Respondent Profiles
    1. Annual company turnover
    2. Business sector
    3. Geography

 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 2013 (1.48 MB PDF)
  • Pdf Disabled Conversion Rate Optimization Report 2013 (3.68 MB PDF)
  • Pdf Disabled Presentation: Conversion Rate Optimization 2013 (937 KB PDF)
  • Excel Disabled Conversion Rate Optimization Report Data (73.6 KB Microsoft Excel)

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