11 October 2017, London – Research published today by Econsultancy and RedEye (www.redeye.com) revealed that although the basics of testing are in place in the majority of companies, testing at a more complex level is not yet mainstream. Only 6% of organizations surveyed are frequently carrying out highly complex tests, compared to 45% running simple tests.

The ninth iteration of the Conversion Rate Optimization Report looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed 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 research is based on a survey of more than 800 digital marketers and ecommerce professionals, fielded between August and September 2017.

The more complex the testing, the more likely companies are to see improvements in and increased satisfaction with conversion rates. Regardless of the level of complexity, improvements are more likely if the tests are run frequently: the vast majority (83%) of those running frequent tests have seen improvements in conversion rates, compared to seven in ten companies rarely carrying out tests.

Encouragingly, there has been an increase in the frequency of testing this year, with the proportion of those running at least two tests each month increasing by 6%. There’s also been a significant rise (+36%) in the proportion of those carrying out between six and ten tests.

The research also showed that while uptake of different CRO methods is on the rise, website personalization continues to be the least used but most planned method. The stagnating uptake in personalization is also evidenced by the lack of change since 2014 in the proportion of marketers carrying out any form of personalization in their marketing. Despite an initial rise, this year the proportion has returned to the 2014 level of 62%.

Companies acknowledge the value that personalization provides, but it is the most challenging of all the CRO methods when it comes to implementation: 35% said personalization was ‘very difficult’ to implement and only 19% said it was ‘not difficult’. But survey findings revealed that personalization is worth the effort: companies that incorporate it into their overall strategy have the second-best results after multivariate testing.

With resources and budgets still the biggest barriers to successful optimization efforts, it is encouraging to see that more than half of companies surveyed plan to increase their CRO budgets over the next year.

Garry Lee, CEO of RedEye, said: “It’s been a mixed year. As always in CRO, it’s an industry that is growing, that has new players to invigorate things and plenty of smart people leading the fight. But maybe this should be the year we all reflect and tell ourselves to push harder, go again and really kick-start a second CRO revolution. This time next year, rather than talking again about people, structure and resource, let’s be talking about how app testing has taken off, how it was finally the year of web personalization and how we are sharing more and more success stories.”

Monica Savut, Head of Commercial Research Services at Econsultancy, said: “This year’s research highlights the need to continue working towards a structured approach to optimization, ensuring that the foundations of data and skills are in place, and leadership support for regular testing and iterative changes is secured. Those who do so will reap the rewards.”

The research revealed other key factors contributing to improvement in and increased satisfaction with conversion rates:

-) Companies using nine or more different methods are most likely to see improvements in and increased satisfaction with conversion rates.

-) The optimal number of A/B or multivariate tests is between three and five each month.
-) 82% of companies with a structured approach have seen improvements in conversion rates, while the same figure for those without a structured approach is just 64%.

-) Improvements in and satisfaction with conversion rates are more likely to be seen when responsibility for CRO sits within the analytics / business intelligence or ecommerce functions.

-) Having at least one person responsible for CRO is more likely to result in improvements in and satisfaction with conversion rates.

The full 2017 Econsultancy / RedEye Conversion Rate Optimization Report is available for download here:

For more information about the report, contact:
Monica Savut, Head of Commercial Research Services, Econsultancy
monica.savut AT econsultancy.com

About Econsultancy

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About RedEye

RedEye specialize in optimizing the digital marketing efforts of our clients through a combination of marketing automation, conversion rate optimization and predictive analytics, all powered by Contour, a fully integrated cross-channel marketing platform with capabilities like no other! With the single customer view out of reach for many, RedEye help clients quickly see the maximum value from a solution that could transform their CRM strategy.

RedEye pride themselves on providing tailored marketing automation, multichannel marketing, email marketing and behavioral marketing solutions. RedEye are also market leaders in website personalization. RedEye’s solutions are driven by a unique customer data platform that combines all customer data, online and offline, from store purchases to products browsed, and makes this vast depth and breadth of data available to users through sophisticated and intuitive tools and interfaces.

Since 1997 RedEye have been developing technological solutions for web analysts, email marketers and now multichannel and customer experience marketing practitioners. RedEye are also proud to be a five-times winner for best use of email, as well as receiving awards for Supplier of the Year, but most of all are delighted that their technology enables their clients to completely fulfil their digital marketing needs.

RedEye clients include Haven, Interflora, Monarch, Hotel Chocolat, esure, Butlins, Wilko and Penhaligons.

To find out more about RedEye visit www.redeye.com.

Published on: 10:00AM on 11th October 2017