1. CONVERSION
30 STATS
OPTIMIZATION
YOU SHOULD KNOW

2. 1
4 in 5 marketers say their company
website isn’t operating at full
potential
Source: Demandbase/Focus (2011)
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3. 2
22%
Marketers who are satisfied with
their current conversion rate
Source: Econsultancy (2012)
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4. 3
56%
CMOs who say they are “unprepared
to meet ROI accountability
demands”
Source: IBM (2011)
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5. 4
25% of the average marketing
budget is allocated to web marketing
Source: Forrester
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6. 5
“For every $100 spent on
driving traffic to websites,
companies spend only $1
converting that traffic into
business.”
Source: Forrester Research
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7. 6
31%
Companies that use some form of
conversion testing
Source: Adobe
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8. 7
61%
Companies that run 5 or fewer
landing page tests per month
Source: Econsultancy/MarketingSherpa
Copyright 2014 SwayHub LLC

9. 8
1 IN 5
Companies report not
having a landing page
testing strategy
Source: Econsultancy/MarketingSherpa
Copyright 2014 SwayHub LLC

10. 9
1 IN 5
Marketers report
average conversion
rates of less than
0.5%
Source: Adobe
Copyright 2014 SwayHub LLC

11. 10
Companies with a structured
approach to improving conversions
were twice as likely to see a “large
increase” in sales
Source: Econsultancy
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12. 11
12x
Companies with over 40 landing
pages generate an average of 12
times more leads than those with 5
or fewer pages.
Source: HubSpot (2011)
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13. 12
57%
B2B marketers who say conversion
rate is the most useful metric for
analyzing landing page performance
Source: Ascend2 (2013)
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14. 13
82% of marketers say knowing how
to test effectively is “somewhat” or
“very” challenging
Source: Adobe
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15. 14
17%
Companies that use multivariate
testing, rated the most effective
optimization method
Source: Econsultancy (2012)
Copyright 2014 SwayHub LLC

16. 15
42%
Marketers who say interpreting
results is biggest challenge in
conversion optimization
Source: Fireclick/MarketingSherpa/comScore
Copyright 2014 SwayHub LLC

17. 16
62%
B2B marketers who say increasing
lead generation is the most
important goal for landing pages
Source: Ascend2 (2013)
Copyright 2014 SwayHub LLC

18. 17
0:03
Loading time after
which 40% of visitors
will abandon a website
Source: Akamai/Compuware
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19. 18
44%
Online shoppers who will tell friends
about a bad web experience
Source: Akamai/Compuware
Copyright 2014 SwayHub LLC

20. 19
56%
Marketers who believe optimizing
form logic has a “significant” impact
on website performance
Source: MarketingSherpa (2011)
Copyright 2014 SwayHub LLC

21. 20
55%
Companies that have a
mobile-optimized
website, mobile app, or
both
Source: Adobe
Copyright 2014 SwayHub LLC

22. 21
83%
Worldwide retailers that ranked a
consistent cross-channel customer
experience as “very important”
Source: Retail Systems Research (2013)
Copyright 2014 SwayHub LLC

23. 22
2 in 5 marketers report average
mobile conversion rates of less than
0.5%
Source: Adobe
Copyright 2014 SwayHub LLC

24. 23
3.8%
Average conversion rate for websites
viewed on tablets, versus 1.9% on
non-mobile devices
Source: Affiliate Window (2011)
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25. 24
3 in 5 U.S. shoppers
abandon shopping carts
before purchase
Source: Adobe/MarketLive/Monetate (2012, 2013)
Copyright 2014 SwayHub LLC

26. 25
85%
Search marketers
who plan to focus
more on conversion
optimization in the
next year
Source: Hanapin Marketing (2014)
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27. 26
63%
CMOs who believe ROI will be the
“most important measure of their
success” by 2015
Source: IBM (2011)
Copyright 2014 SwayHub LLC

28. 27
74% of
conversion rate
optimization
programs boost
sales
Source: MarketingSherpa
Copyright 2014 SwayHub LLC

29. 28
74% of companies increased their
2012 conversion optimization budget
Source: Econsultancy
Copyright 2014 SwayHub LLC

30. 29
7 in 10 marketers
practicing CRO use
results of experiments to
“inform offline or other
marketing initiatives.”
Source: MarketingSherpa (2012)
Copyright 2014 SwayHub LLC

31. 30
39%
Client-side marketers named
conversion optimization a top digital
marketing priority
Source: Econsultancy/Adobe (2013)
Copyright 2014 SwayHub LLC

32. Get started with conversion optimization
SwayHub can help
Conversion optimization research and
training to elevate your marketing results
• Extensive library of research reports, best
practice guides, and business tools
• On-demand training videos and webinars
Copyright 2014 SwayHub LLC