The Ultimate List of Conversion Rate Optimization And A/B Testing Statistics

We’ve pulled proven data from leading industry reports, credible conversion sources, and CRO thought leaders to compile a comprehensive list of conversion optimization stats in 2015. See how your conversion strategies add up!

For many, Conversion Rate Optimization sounds like a solution that’s “too good to be true.”

In reality, the strategic execution of conversion testing and implementation of subsequent A/B testing results can dramatically improve the number of leads or orders your website facilitates. That’s not just marketing speak. We leveraged CRO to drive a 470% increase in conversion rate for an online jewelry retailer.

The list of stats below reveals some significant insights into the overall state of online conversion today – and what it takes to run a successful CRO program. We’ve pulled proven data from leading industry reports, credible conversion sources, and CRO thought leaders to compile a comprehensive list of conversion optimization stats in 2015.

Conversion Rate Benchmarks

• The average e-Commerce conversion rate is 2.6%. (Wordstream)
• The average lead gen conversion rate is 7%. (Marketing Sherpa)
• 22% of marketers report being unsatisfied with their conversion rate. (Econsultancy 2012)
• The top 20% of high-performing companies have conversion rates greater than 4.5%. (Adobe)
• 2 in 5 marketers report average mobile conversion rates less than 0.5%. (Adobe)
• Websites viewed on tablets have an average 3.8% conversion rate, versus 1.9% conversion rate on non-mobile devices. (Affiliate Window 2011)
• 57% of B2B marketers say conversion rate is the most useful metric for analyzing landing page performance. (Ascend2 2013)

Conversion Rate Strategies

• Companies with a structured approach to improving conversions were twice as likely to see a “large increase” in sales. (Econsultancy)
• 31% of companies use some form of conversion testing (Adobe)
• 85% of search marketers plan to focus more on conversion optimization in the next year. (Hanapin Marketing 2014)
• 74% of conversion rate optimization programs boost sales. (MarketingSherpa)
• 7 in 10 marketers practicing CRO use results from experiments to inform offline or other marketing initiatives. (MarketingSherpa)
• 39% of client-side marketers named conversion optimization a top digital marketing priority. (Econsultancy/Adobe 2013)
• 70% of top performing companies use testing in various capacities, compared to only 46% of the rest of companies who run A/B tests. (Adobe)
• Top converting companies spend more than 5% of their budgets on optimization. (Adobe)
• Top performers are 111% more likely to segment audiences, 90% more likely to use mobile analytics, and 60% more likely to perform A/B testing.
• Digital marketers allocating more of their budgets to optimization tend to have more success with their conversion rates. (Marketing Charts)
• 60% of online marketers plan to do customer journey analysis to improve their online conversion rates. (Marketing Charts)
• 54% say that lack of resources is the leading barrier to improving conversion rates. 35% say that lack of budget is the top barrier. (Marketing Charts)
• Most companies are employing a variety of conversion optimization best practices but are dissatisfied with their proficiency in them. (Marketing Charts)
• Top converting companies are 88% more likely to engage other departments for contributions and expansion of their testing effort. (Adobe)

Landing Page Insights

• 1 in 5 companies report not having a landing page strategy. (Econsultancy/MarketingSherpa)
• Getting landing pages built and tested is one of the top 5 challenges faced by B2B marketers. (Marketing Sherpa)
• Companies with over 40 landing pages generate an average of 12 times more leads than those with 5 or fewer pages. (HubSpot 2011)
• 62% B2B marketers say increasing lead generation is the most important goal for landing pages. (Ascend 2)
• 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa)
• Long landing pages can generate up to 220% more leads than above the fold call-to-action. (Source: Marketingexperiments)
• 48% of landing pages contain multiple offers. (Marketing Sherpa)
• 16% of landing pages are free of navigation bars. (Marketing Sherpa)
• More than 90% of visitor who read your headline also read your CTA Copy. (Unbounce)
• 42% of offer-related graphics on landing pages are not clickable. (Marketing Sherpa)
• Using video on landing pages can increase conversions by 86%. (Eyeview)
• 20% increase in decision simplicity results in a 96% increase in customer loyalty, 86% increase in likelihood to purchase, and 115% increase in likelihood to recommend. (CEB)

A/B Split Testing

• 82% of marketers say knowing how to test effectively is “somewhat” or “very” challenging. (Adobe)
• 61% of companies run 5 or fewer landing page tests per month (Econsultancy/Marketing Sherpa)
• 17% of companies use multivariate testing, rated the most effective optimization method. (Econsultancy)
• 44% of companies use split testing software. (seogadget)
• Only 1 out of 8 A/B tests have driven significant change. (Conversion XL)
• For two years running, A/B testing is the most used method for improving conversion. (Econsultancy)
• Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions. (Marketing Sherpa)
• Google ran more than 7,000 A/B tests in 2011 alone. (Pardot)
• 75% of the Internet retailing top 500 uses an A/B testing platform. (Econsultancy)
• 61% of organizations plan to start A/B testing by the end of 2015. (Econsultancy)

Website Performance Impact on Conversions

• 4 in 5 marketers say their company website isn’t operating at full potential. (Demandbase/Focus 2011)
• For every $100 spent on driving traffic to websites, companies spend only $1 converting that traffic into leads. (Forrester Research)
• A 1 second delay in your site speed can result in a 7% reduction in conversions. (KISSmetrics)
• 56% of marketers believe optimizing form logic has a “significant impact” on website performance. (MarketingSherpa 2011)
• 63% of marketers optimize websites based on intuition and best practices. (crazyegg)
• 73% of companies say they have no idea why consumers abandon shopping carts without buying.

Automation / Personalization

• The vast majority (84%) of organizations combining A/B testing with web personalization had increased conversion rates as a result. (Econsultancy/RedEye)
• Automation increases the average conversion rate from 2.6 to 3.6%. (Adobe)
• 75% of respondents claim that personalization is critical to their brands’ long-term goals. (Adobe)
• Companies which are quantifying the improvement in the context of online sales or key website performance metrics via the personalization of their online experiences gain 19% more sales. (Adobe)
• 5% of CMOs say that their company is using customer behavior data for targeting. (Adobe)
• Top converting companies are 43% more likely to use a variety of targeting techniques. (Adobe)

Tools / Platforms

• On average, companies are spending as much at $2,000 a month on CRO tools. (Forbes)
• Of the 36 conversion optimization tools and companies studied by a recent Venture Beat study, only two failed to generate substantial return on investment. (Venture Beat)
• The average ROI on CRO tools is 223 percent. (Venture Beat)
• 27% of performance marketers consider Google Analytics their primary CRO solution. (Venture Beat)
• 1% of companies use Google Analytics at part of their CRO efforts. (Venture Beat)
• 91% of companies use more than one analytics tool. (Venture Beat)
• 1% of companies plan to increase the amount they spend on CRO tools. (Venture Beat)