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There is a newer version of this report available: Conversion Rate Optimization Report 2016


This is the third annual Econsultancy Conversion Rate Optimization Report (formerly knows as the Conversion 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 94-page report is based on a survey of more than 700 client-side and agency digital marketers, carried out in July and August 2011.

A 22-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
  • Designing for mobile phones and tablets
  • Segmentation
  • People and processes

Report highlights include: 

  • Since last year, there has been a slight increase in the proportion of companies that are "quite dissatisfied" or "very dissatisfied" with their conversion rates – from 40% to 36%.
  • A/B testing has become the most used method for improving conversion, jumping three places since last year.
  • More than two-thirds of responding companies saying they are not designing their websites (70%) and marketing emails (84%) for either mobile phones or tablets.
  • Companies with a structured approach to conversion are twice as likely to have seen a large increase in sales.
  • Technology is no longer the major barrier preventing companies from improving conversion rates. The challenge is becoming one of people and processes.

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
  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
      6. 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. Methods planned for improving conversion rates
      4. Value of methods used for improving conversion rates
      5. Cart abandonment
    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. Elements of email marketing tested
      6. Number of email marketing tests carried out per month
    5. Designing for mobile phones and tablets
      1. Website
      2. Marketing emails
    6. Segmentation
      1. Ways of segmenting site visitors and customers
      2. Uses of segmentation
    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
  5. Appendix 1: Respondent Profiles
    1. Annual company turnover
    2. Business sector
    3. Geography
  6. Appendix 2: A Structured Approach to Conversion Rate Optimization (Summary)

Download a copy of the report to learn more. 

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


  • Pdf SAMPLE: Conversion Rate Optimization Report (648 KB PDF)
  • Pdf Disabled Conversion Rate Optimization Report (2.51 MB PDF)
  • Powerpoint Disabled Presentation: Conversion Rate Optimization Report (1.97 MB Microsoft PowerPoint)

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