Results from the 2014 Conversion Rate Optimization Survey. 2,300 TrustRadius members and 1,800 site visitors were asked to participate in the 2014 CRO survey to understand their practice maturity level, tool usage and spend on Digital Analytics and A/B testing software. The key results are included in this presentation.

1. Conversion Rate Optimization:
A Survey into CRO Practice Maturity, Software
Usage & Spend
August 2014

2. Introduction
Conversion
Rate
Op/miza/on
(CRO)
is
becoming
more
and
more
important
as
companies
look
for
ways
to
improve
their
website’s
effec7veness
at
conver7ng
visitors
into
buyers.
2,300
TrustRadius
members
and
1,800
site
visitors
were
asked
to
par/cipate
in
the
2014
CRO
survey
to
understand
their
prac7ce
maturity
level,
tool
usage
and
spend
on
Digital
Analy7cs
and
A/B
tes7ng
soHware.
The
key
results
are
included
in
this
presenta7on
TrustRadius
has
just
published
a
Buyer’s
Guide
to
Conversion
Rate
Op/miza/on
(hLp://www.trustradius.com/guides/cro)
designed
to
help
marketers
navigate
the
various
technologies
required
to
support
a
conversion
op7miza7on
program.
About
TrustRadius
TrustRadius
is
the
leading
community
for
business
so6ware
users
to
share
real-­‐world
insights
through
in-­‐depth
reviews
and
networking.
Our
mission
is
to
help
users
make
smarter
product
selec>on,
implementa>on
and
usage
decisions.
Join
today:
www.trustradius.com

3. Demographics of Survey Respondents
30.9%&
34.0%&
23.4%&
11.7%&
1+50&
51+500&
501+5000&
5001+&
How$many$employees$does$your$company$have?$
• 165
CRO
experts
par7cipated
in
the
survey.
Responses
from
consultants
were
excluded
from
the
final
analysis
• Findings
are
based
on
97
responses
from
end-­‐users
of
CRO
soHware

4. 2014 CRO Survey - Key Findings
More
than
two-­‐thirds
of
companies
surveyed
have
moved
beyond
the
infancy
stage
72%
of
companies
have
some
CRO
processes
in
place.
18%
consider
CRO
part
of
their
DNA.
Digital
Marketers
rely
on
mul/ple
digital
analy/cs
and
A/B
Tes/ng
tools
for
CRO
91%
of
respondents
from
companies
of
all
sizes
use
2
or
more
digital
analy7cs
tools.
43%
of
respondents
use
2
or
more
tools
for
A/B
tes7ng.
Most
spend
>$10,000
on
digital
analy/cs
tools,
and
44%
do
on
A/B
tes/ng
tools
58%
of
companies
spend
more
than
$10,000
on
digital
analy7cs
per
year.
44%
of
companies
spend
more
than
$10,000
on
A/B
tes7ng
tools
per
year.
…
and
many
plan
to
increase
spend
on
both
digital
analy/cs
and
A/B
tes/ng
tools
59%
of
companies
plan
to
spend
more
on
digital
analy7cs
tools
this
coming
year.
48%
of
companies
plan
to
spend
more
on
A/B
tes7ng
tools
this
coming
year.

5. 0%#
28%#
29%#
26%#
16%#
2%#
What’s#CRO?#We’re#s5ll#looking#for#informa5on#and#best#
prac5ces.#
In#its#infancy:#We#focus#on#conversion#and#are#learning#the#
tools.#CRO#is#an#adhoc#process.#
No#expert#yet:#Processes#are#in#place#within#the#organiza5on.#
Regular#conversion#tests#are#run.#
Part#of#our#business:#We#run#siteMwide#tes5ng,#targe5ng,#and#
segmenta5on.#CRO#is#a#standard#process.#
CRO#is#in#our#DNA:#We#run#siteMwide#tes5ng#and#targe5ng,#and#
qualita5ve#&#customer#psychology#research.#
Website#innova5on#is#our#DNA:#We#are#pioneering#and#tes5ng#
boundaries#of#research#and#are#innovators.#
How$would$you$rate$the$CRO$maturity$of$your$organiza7on?$
72% of companies surveyed have moved beyond
the infancy phase

6. Company size vs. CRO maturity
31%$
20%$
53%$
34%$
41%$
24%$
23%$
28%$
6%$
12%$
12%$
18%$
BEGINNER$
INTERMEDIATE$
ADVANCED$
How$many$employees$does$your$company$have?$
1750$ 517500$ 50175000$ 5001+$

7. 91% of respondents use 2+ digital analytics tools
0%#
10%#
79%#
12%#
0%#
None#
1#
2,5#
6,10#
10+#
How$many$digital$analy.cs$tools$[including$web,$mobile$
and$in6page$analy.cs]$does$your$company$use$for$CRO?$

8. This pattern is consistent across company sizes
Small: 1-50 employees Mid-Size: 51-500 employees Large: >500 employees
6.9%%
9.4%%
12.1%%
86.2%%
78.1%%
72.7%%
6.9%%
12.5%%
15.2%%
SMALL%
MID2SIZE%
LARGE%
How$many$digital$analy.cs$tools$[including$web,$mobile$
and$in6page$analy.cs]$does$your$company$use$for$CRO?$
None% 1% 225% 6210% 10+%

9. Organizations with Mature CRO Processes Use More Tools
9.6%%
5.9%%
78.7%%
82.4%%
82.4%%
11.7%%
11.8%%
17.6%%
BEGINNER%
INTERMEDIATE%
ADVANCED%
How$many$digital$analy.cs$tools$[including$web,$mobile$and$
in6page$analy.cs]$does$your$company$use$for$CRO?$
None% 1% 2;5% 6;10% 10+%

10. 58% spend >$10,000 on digital analytics tools per year
3%#
16%#
23%#
25%#
27%#
6%#
$0#
$1+$1000#
$1000+$10,000#
$10,000+$50,000#
$50,000+$500,000#
$500,000+#
How$much$does$your$organiza3on$spend$per$year$on$
digital$analy3cs$tools$for$CRO?$

11. Spend grows with company size
10.3%& 34.5%&
9.4%&
6.1%&
41.4%&
18.8%&
12.1%&
6.9%&
40.6%&
24.2%&
3.4%&
31.3%&
42.4%&
3.4%&
15.2%&
SMALL&
MID&SIZE&
LARGE&
How$much$does$your$organiza3on$spend$per$year$on$digital$
analy3cs$tools$for$CRO?$
$0& $18$1000& $10008$10,000& $10,0008$50,000& $50,0008$500,000& $500,000+&

12. More mature organizations spend more on analytics
software, though not markedly so
3.2%%
5.9%%
16.0%%
15.7%%
17.6%%
23.4%%
25.5%%
17.6%%
24.5%%
23.5%%
29.4%%
26.6%%
29.4%%
17.6%%
6.4%%
5.9%%
11.8%%
BEGINNER%
INTERMEDIATE%
ADVANCED%
How$much$does$your$organiza3on$spend$per$year$on$digital$
analy3cs$tools$for$CRO?$
$0% $1;$1000% $1000;$10,000% $10,000;$50,000% $50,000;$500,000% $500,000+%

13. 5%#
37%#
51%#
8%#
Less#
About#the#same#
Slightly#more#
Substan:ally#more#
How$would$you$describe$the$spend$your$organiza6on$plans$to$
allocate$in$the$next$year$on$digital$analy6cs$so8ware?$
59% plan to spend more this coming year

14. … 67% for large enterprises (>500 employees)
7%#
3%#
6%#
35%#
48%#
27%#
48%#
45%#
58%#
10%#
3%#
9%#
SMALL#
MID3SIZE#
LARGE#
How$would$you$describe$the$spend$your$organiza6on$plans$
to$allocate$in$the$next$year$on$digital$analy6cs$so8ware?$
Less# About#the#same# Slightly#more# SubstanGally#more#

15. 9%#
49%#
42%#
0%#
1%#
None#
1#
2,5#
6,10#
10+#
How$many$A/B$tes/ng$tools$does$your$company$
use$for$CRO?$
43% of respondents use 2+ tools for A/B testing

16. … 52% for Small Businesses (1-10 employees)
Small: 1-50 employees Mid-Size: 51-500 employees Large: >500 employees
6.9%%
6.3%%
12.1%%
41.4%%
56.3%%
48.5%%
51.7%%
34.4%%
39.4%%
3.1%%
SMALL%
MID%SIZE%
LARGE%
How$many$A/B$tes/ng$tools$does$your$company$use$for$
CRO?$
None% 1% 2;5% 6;10% 10+%

17. 6%#
28%#
22%#
25%#
18%#
1%#
$0#
$1*$1000#
$1000*$10,000#
$10,000*$50,000#
$50,000*$500,000#
$500,000+#
How$much$does$your$organiza3on$spend$per$year$
on$A/B$tes3ng$tools$for$CRO?$
44% spend >$10,000 on A/B testing tools

18. Spend clearly grows with company size
3.8%%
6.7%%
6.9%%
65.4%%
16.7%%
6.9%%
26.9%%
30.0%%
10.3%%
3.8%%
36.7%%
31.0%%
10.0%%
41.4%% 3.4%%
SMALL%
MID4SIZE%
LARGE%
How$much$does$your$organiza3on$spend$per$year$on$A/B$
tes3ng$tools$for$CRO?$
$0% $14$1000% $10004$10,000% $10,0004$50,000% $50,0004$500,000% $500,000+%

19. 5.9%%
4.3%%
28.2%%
27.7%%
33.3%%
22.4%%
25.5%%
20.0%%
24.7%%
21.3%%
33.3%%
17.6%%
21.3%%
6.7%% 6.7%%
BEGINNER%
ADVANCED%
PRO%
How$much$does$your$organiza3on$spend$per$year$on$A/B$tes3ng$
tools$for$CRO?$
$0% $1;$1000% $1000;$10,000% $10,000;$50,000% $50,000;$500,000% $500,000+%
… and for the most part with CRO Maturity

20. 2%#
50%#
36%#
12%#
Less#
About#the#same#
Slightly#more#
Substan;ally#more#
How$would$you$describe$the$spend$your$organiza6on$plans$
to$allocate$in$the$next$year$on$A/B$tes6ng$so;ware?$
48% plan to spend more this coming year

21. 50.0%%
47.9%%
40.0%%
36.0%%
41.7%%
33.3%%
11.6%%
10.4%%
26.7%%
SMALL%
MID%SIZE%
LARGE%
How$would$you$describe$the$spend$your$organiza6on$plans$to$
allocate$in$the$next$year$on$A/B$tes6ng$so;ware?$
Less% About%the%same% Slightly%more% SubstanFally%more%
… 60% for large enterprises (>500 employees)

22. Spend plans by CRO Maturity
5.9%%
4.3%%
28.2%%
27.7%%
33.3%%
22.4%%
25.5%%
20.0%%
24.7%%
21.3%%
33.3%%
17.6%%
21.3%%
6.7%% 6.7%%
BEGINNER%
INTERMEDIATE%
ADVANCED%
How$much$does$your$organiza3on$spend$per$year$on$A/B$tes3ng$
tools$for$CRO?$
$0% $1;$1000% $1000;$10,000% $10,000;$50,000% $50,000;$500,000% $500,000+%

23. Download FREE
Buyer’s Guide to Conversion Rate
Optimization Software>>
Featured CRO Experts:
Bryan Eisenberg, Stephane Hamel, Ryan Garner,
Tim Ash, Chris Goward … and many more!
Learn More About Conversion Rate Optimization
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