Market Data

Conversion Rate Optimization Report 2014

There is a newer version of this report available: Conversion Rate Optimization Report 2017



This is the sixth annual Econsultancy Conversion Rate Optimization Report, in association with RedEye. The research looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates. As well as touching on the use and impact of personalization, the research also covers different areas of best practice and identifies methods and techniques which 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.

What you'll learn

  • Find out the types of conversions and measurements organizations are using and the best practices that shape them
  • Discover the most valuable methods used to improve conversion rates and the methods organizations will be using in the future
  • Understand how companies are using personalization as part of their CRO efforts and the effect this has on conversions
  • Benchmark your organization's approach to CRO using the Conversion Maturity Model

Conversion Maturity Model

Conversion Maturity Model

Key findings from the report

  • Conversion rate optimization continues to be key to digital strategy, but marketers are not satisfied
  • Many companies are utilizing only a handful of optimization methods without a structured approach
  • Personalization can impact conversion rates, but many are not taking advantage

Table of contents

  1. Executive Summary and Highlights
    1. About RedEye
    2. About Econsultancy
  2. Introduction by RedEye
  3. Conversion Maturity Model
  4. Methodology and Sample
    1. Methodology
  5. Findings
    1. Importance of conversion rate optimization
    2. Change in focus on conversion rate optimization
    3. Types of conversion and measurement
      1. Conversions relevant to organizations
      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
    4. Tools and strategies
      1. Methods currently used for improving conversion rates
      2. Value of methods used for improving conversion rates
      3. Difficulty implementing methods used for improving conversion rates
      4. Methods planned for improving conversion rates
    5. Best practice
      1. Best practices carried out by organizations
      2. Most effective technique for improving conversion rates
    6. Testing and performance
      1. Areas of testing
      2. Elements of websites tested
      3. Number of tests carried out on website per month
      4. Ideas for testing
      5. Aspects important to a successful testing strategy
      6. Testing methods by channel
    7. Personalization
      1. Channels through which companies are personalizing
      2. Impact since implementing personalization
      3. Areas of the website being personalized
      4. Use of data in website personalization
      5. Ideas for website personalization
      6. Technology used for website personalization
      7. Strategic approach to website personalization
    8. 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: Respondent Profiles
    1. Annual company turnover
    2. Business sector
    3. Geography

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


  • Pdf SAMPLE: Econsultancy Conversion Rate Optimization Report 2014 (602 KB PDF)
  • Pdf Disabled Econsultancy Conversion Rate Optimization Report 2014 (2.65 MB PDF)
  • Pdf Disabled Presentation: Conversion Rate Optimization 2014 (916 KB PDF)

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