Market Data

Conversion Report 2010

By Econsultancy,

There is a newer version of this report available: Conversion Rate Optimization Report 2017


This is the second annual Econsultancy Conversion Report, produced in association with conversion specialists RedEye. The report contains a detailed overview of the tools, strategies, and processes used by companies to improve their conversion rates.

The research covers uptake of best practice, barriers to improving conversion rates, and insight into the different ways used to segment site customers and visitors ... plus much more. 

The 118-page report is based on a survey of more than 700 client-side and agency digital marketers, carried out in August and September 2010.

A 19-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
  • Segmentation
  • People and processes
  • How to improve the conversion process  

Report highlights include: 

  • The proportion of companies that are “quite dissatisfied” or “very dissatisfied” with their conversion rates has decreased from 39% last year to 36%. 
  • As was the case for last year‟s survey, 70% of companies have seen an improvement in conversion rates over the last 12 months.
  • There has been a significant increase in the use of A/B testing, with almost half of companies surveyed (44%) now using this method.
  • Customer journey analysis (54%) and copy optimisation (53%) are still the most commonly used approaches for improving conversion.
  • Survey respondents whose conversion had improved over the previous 12 months used nearly one and a half times more methods to improve conversion than those whose conversion had not improved.

Table of contents

  1. Executive Summary and Highlights
    1. Key findings
  2. Introduction by RedEye
    1. About RedEye
    2. About Econsultancy
  3. Methodology and sample
    1. Methodology
    2. Respondent profiles
      1. Annual company turnover
      2. Business sector
      3. Geography
  4. Findings
    1. Types of conversion and measurement
      1. Conversions relevant to organisation
      2. Types of conversion rates measured
      3. Methods used to measure conversion
      4. Satisfaction with online conversion rates
      5. Improvement in online conversion rates in the last year
    2. Tools and strategies
      1. Methods currently used for improving conversion rates
      2. Methods planned for improving conversion rates
      3. Value of methods used for improving conversion rates
      4. Cart abandonment
      5. Impact of technologies on 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. Levels of testing
      3. Tools and services used to test websites
      4. Elements of websites tested
      5. Number of tests carried out on website per month
      6. Measuring the effectiveness of changes made to website
      7. Elements of email marketing tested
      8. Number of email marketing tests carried out per month
      9. Tools and services used to test email
    5. Segmentation
      1. Ways of segmenting site visitors and customers
      2. Types of transactional segmentation carried out
      3. Types of behavioural segmentation carried out
      4. Types of media interaction segmentation carried out
      5. Number of different segments
      6. Uses of segmentation
    6. 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?
  5. How to improve the conversion process: a four-stage plan
    1. Stage 1: Analyse
    2. Stage 2: Test
    3. Stage 3: Optimise
    4. Stage 4: Measurement
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 Report (660 KB PDF)
  • Pdf Disabled Conversion Report (2.54 MB PDF)
  • Powerpoint Disabled Presentation: Conversion Report (1.23 MB Microsoft PowerPoint)

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