Brands prefer easy ways to boost site conversions

A/B testing, online surveys and copy optimisation are the most popular tactics for companies wishing to improve their online conversion rates. All are proving effective, and are easy to implement, with A/B testing the most commonly used form of conversion optimisation.

That’s according to the 2016 Conversion Rate Optimisation Report, produced by Econsultancy and UK-based agency RedEye. The report — now in its eighth year — polled nearly 900 respondents from companies and agencies worldwide (but included a majority of UK businesses).

Over half the respondents considered conversion rate optimisation (CRO) crucial to their overall strategy, and had plans to increase CRO budgets over the course of the next year.


Despite concerns that website personalisation was the most difficult CRO tactic to implement, over half plan to try it. And over 40% plan to use event-triggered emails, segmentation and customer journey analysis. Customer journey analysis, also viewed as considerably more difficult than more popular tactics, is thought by client-side marketers to be the most effective way to optimise conversions.

Annually, the frequency of CRO testing has increased, with 11% of companies saying they now run testing at least three times a month.

Why should you care?

Most websites can be improved, and the money you invest in doing so can produce greater and longer lasting dividends than simply spending money to acquire more and more visitors. And if you haven’t already been thinking about how to increase visitor conversions, then it’s probably time you should be.

If you think it’s time to get your website working harder for you, but you don’t know where to start, let us know: we can help.


The latest news about web marketing, SEO, PPC Advertising & Web Analytics. But only the stuff that matters from a New Zealand perspective. Delivered to your inbox each Monday.

If you found this useful, please tell your friends.

About the Author Jeremy Templer

Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.