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It’s Official: “The Best Way to Improve Conversions is Testing and Analysis” (but ad agencies don’t know that)

By: Raquel Hirsch
Date: October 29th, 2009

eMarketer reports on an Econsultancy study that revealed (!) that companies worldwide consider sales to be the #1 conversion relevant to them, with sign-ups and registrations a close second.

Sales conversions are crucially important to business (you knew that) so what is really interesting to me is that the study revealed once again (we have blogged about it before) the gap between what clients think is important and what agencies think is.

On the client-side, overall site conversion-to-sale was the top metric used by 68% of respondents. Other site metrics clients value include:
• Conversion to response
• Lead conversion rate
• Basket conversion rate

The study also reports that 39% of companies are not satisfied with their conversion rates.

To improve their conversion rates, clients report using A/B testing as the most valuable way to improve conversion, with more than one-half of companies saying it was ‘highly valuable’ and another 42% saying it was ‘quite valuable’.

Other methods valuable for improving conversion rates, according to client s and in descending order, include:
• Customer journey analysis
• MVT
• User testing
• Cart abandonment analysis
• Segmentations
• Event-triggered behavioural email
• Online survey/customer feedback
• Copy optimization
• Pinch point analysis
• Expert usability reviews/consultancy

And here comes the interesting part: agency-side respondents in the report did not always know what their clients thought about the best ways to improve conversions!

When asked ‘what worked’, agency-side responses listed A/B testing farther down the list, plus they overestimated the value of expert usability reviews for their clients.

So when it comes to conversion rate improvements, better to work with experts.

Ask Us How to Improve Your Conversion Rate

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Posted in: Marketing metrics | best practices | conversion rate optimization

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