Sara Kear

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!

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)


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Sara Kear

About Sara Kear

VP of Digital Strategy at Adept, Sara develops cross-channel digital strategies while leading teams of Paid Search, Analytics and Conversion Rate Optimization specialists to help businesses grow through the actualization of clearly defined and tracked digital goals. She is certified in Google Analytics, AdWords, Advanced Search, Advanced Display, Omniture, Optimizely and more.