Identified Issues
Demographics of respondents
- 44% (306) work in the U.S.
10% (68) work in the UK
7% (46) work in Canada
6% (39) work in the Netherlands
33% (231) are from other countries
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What type of CRO work do you do?Out of 673 responses…
39% optimizers work for an agency (with clients)
58% work in-house (on my own or at an employer’s site)
3% answered other
What type of company do your work for?Most respondents either work for an e-commerce company or for an agency/freelance
How long have you worked in a CRO role?
Almost 20% of all respondents have been working in their CRO role for less than a year: The industry is growing.
Budget: Does CRO have its own budget?More than half of respondents do not have a specifically mentioned CRO budget.
12%
53%
9%
26%
Reported budgets
range from $1k to $3m
What’s the online revenue of the business you work at?
Mean budget:$61,003,043
Most commonly reported budget range: Under $100k
Median budget range:$1m-$2m
Counting all locations where your employer operates, what is the total number of persons who work there?
Average salary based on company size: Companies with less than 500 employees: $69,469 Companies with more than 500 employees: $78,120
Does your team have a conversion optimization process you follow?
Who does optimization in your organization?
Smaller companies (less than 500 employees) are less likely to have a documented/structured conversion optimization process compared to larger companies (more than 500 employees)
Does your team have a conversion optimization process you follow?
Smaller companies Larger companies
Yes, it is documented
or structured.
Yes, it is documented
or structured.
Yes, but it isn’t documented
or structured.
Yes, but it isn’t documented
or structured.
No. No.
Rate the usefulness (insights you get to take successful optimization decisions) of your team’s use of the following:
A/B Testing
Persuasion/Psychology
UX/Design
Copywriting
Digital Analytics
Personalization
Customer Surveys
Website Polls
Mouse Tracking
User Testing
Popular optimization job titles:● “Analyst”● “Conversion Optimizer”● “Conversion
Specialist/Consultant/Strategist”● “CRO Expert/Specialist”
“Digital Marketing Analyst/Specialist/Consultant”
● “Director of Optimization/Marketing”
● “E-commerce Manager/Specialist”
● “Growth Hacker/Head of Growth”
● “Marketer”, “Marketing Analyst/Manager”, “Online Marketer”
● “Optimizer”, “Optimization Strategist/Specialist”
● “Product Manager”● “Strategist”
“UX Analyst/Designer”● “Web Analyst/Strategist”
How often do you meet with others on your optimization team to discuss CRO?
Which metrics does your team use to track CRO success?Click-through rate, Conversion rate, Bounce rate, Revenue, Form fills/submissions, Google analytics, Leads/Lead generation, ROI, Sales, Signups,
Which of the following tests does your optimization team use?
192 said MVT53 said Bandit584 said A/B testing
Approximately how many tests does your team run a month?
How are CRO test results typically archived?
Results are archived in the testing tool
Results are not archived at all
Results are exported (full data and variation screenshots) and are kept in a central repository
Some other method
Use a dedicated testing workflow tool to archive results
Does your optimization team track the percentage of winning tests?
Does your optimization team track lift per successful experiment?
Does your optimization team have a standardized stopping point for A/B tests?
Are CRO test results shared across your team?
Popular testing tools:Optimizely
VWO
Google Analytics
Adobe Target
In-House tools
Maxymiser
Monetate
Convert.com
SiteSpect
Webtrends
Other tools
Most respondents (64%) do not implement any kind of web personalization
Most common personalization techniques:Location, traffic source, user-based, behavioral, weather-based, product recommendations, segment based
Compared to 2015, how is conversion optimization prioritized in your organization in 2016?
Compared to 2015, how much budget will your team allocate to conversion optimization in 2016?
Companies who follow a conversion optimization process are increasing their conversion optimization budgets 3% more than companies who don’t follow a conversion optimization process.
Companies that follow a conversion optimization process:
Companies that don’t follow a conversion optimization process:
Compared to 2015, how much budget will your team allocate to conversion optimization in 2016?
Thank you!
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