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State of the art in CRO 2013 [Infographic]

Author's avatar By Dave Chaffey 27 Nov, 2013
Essential Essential topic

New research shows effectiveness and best practices for CRO across 7 key CRO techniques

Do you know the RedEye annual Conversion Rate Optimisation (CRO) report? It has now been produced for 5 years in conjunction with Econsultancy. Since the name was changed it has been instrumental in encouraging adoption of CRO and highlighting best practices.

The latest practices in CRO are shown by the infographic below which summarises the popularity and effectiveness of different CRO techniques. Use it to review your approach. Ask...

  • 1. Does your company have someone responsible for CRO?
    Encouragingly, 79% of businesses do?
  • 2. Is there a structured programme of testing and improvements?
    This is poor, only 26% of companies do suggesting defined responsibility doesn't mean there is a programme in place.
  • 3. Are you using A/B testing?
    This is the most popular method of structured testing with prioritisation of tests important to success.
  • 4. Should we run usability tests?
    It's rated as highly valuable by 55%, but only quite valuable by 43% of companies.
  • 5. Are we running multiple test types?
    This is the realm of more sophisticated companies with some of the largest improvements.
  • 6. Customer journey analysis used?
    We're big proponents of performing this in Google Analytics as explained in our 7 Step guide to using Google Analytics to improve online results. So, good to see this is highly rated with 52% of companies saying it was highly valuable although less than half use the technique.
  • 7. Cart abandonment analysis used?
    This is only used by fewer than a third of companies, perhaps reflecting the type of businesses completing the survey, but it was rated effective by those who used it.

cro-practices-2014

You can download the full CRO report from Redeye here.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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