2017网络营销转化率优化报告（英文版）_80页_5mb

Conversion Rate Optimization Report 2017 Summary

Core Content

This report, published by Econsultancy in association with RedEye, presents insights from a survey of over 800 digital marketers and ecommerce professionals. It focuses on the current state, challenges, and future direction of Conversion Rate Optimization (CRO) as a discipline.

Main Points

1. Key Factors for CRO Success

• Companies using nine or more different CRO methods are more likely to see improvements in conversion rates and satisfaction.
• Complex testing is associated with higher conversion improvements, but frequent testing is the key to success.
• The optimal number of A/B or multivariate tests per month is three to five.
• Structured approaches to CRO result in 82% of companies seeing improvements, compared to 64% for those without a structured approach.
• Dedicated CRO personnel are linked to better outcomes and satisfaction.
• CRO is most effective when responsible for by analytics or ecommerce teams, indicating a shift in organizational focus.

2. Importance and Satisfaction with CRO

• CRO is widely acknowledged as important, though only 50% of marketers now see it as crucial (down from 55% in 2016).
• 50% of companies are satisfied with their conversion rates, while 37% are dissatisfied.
• Agencies report higher satisfaction rates (45%) than client-side organizations (28%), likely due to more expert support.
• Budget increases are expected from over half of companies, indicating a continued commitment to CRO.

3. Testing Trends

• A/B testing remains the most common and valued CRO method, with 72% of marketers rating it as 'highly valuable'.
• The frequency of testing has increased, with 6% more companies running at least two tests per month.
• Complex testing is still underutilized, with only 42% of companies running such tests frequently or occasionally.
• Highly complex tests (e.g., complete design and journey changes) are used by 26% of companies, down from 27%.
• Testing regularity is more important than complexity in driving improvements.

4. Challenges in Personalization

• Website personalization is the least used but most planned CRO method.
• 35% of marketers find personalization very difficult to implement, and only 19% find it not difficult.
• Data collection is a critical barrier to personalization, with just over half of marketers having a strategy for collecting online and offline data.
• Despite its low uptake, personalization is associated with second-best results in the study.

5. CRO Maturity Model

• The Conversion Maturity Model has been updated to reflect the evolving nature of CRO.
• Foundation stage: Running 1–2 simple tests per month without dedicated resources.
• Intermediate stage: Running 3+ tests per month, including some complex tests, and using segmentation, usability testing, and personalization.
• Expert stage: Running 3+ complex tests per month, using advanced methods, and having structured programs and dedicated teams.

6. CRO as a Mature Discipline

• CRO has become a mature discipline with annual improvements for over 65% of marketers since 2009.
• However, improvement rates have dropped for the first time on record, and perceived importance has also declined.
• This could lead to complacency, which may reduce conversion satisfaction in the future.

Key Insights

• Testing frequency is more critical than complexity.
• Personalization is undervalued due to implementation challenges.
• Structured CRO processes and dedicated personnel are strongly correlated with success.
• App testing is still underdeveloped, despite its growing importance.
• CRO is shared across multiple teams and departments, requiring a coordinated approach.
• Data integration is essential for personalization and overall CRO success.

Conclusion

The CRO industry continues to evolve, with testing and data-driven strategies at its core. While A/B testing remains dominant, personalization and app testing are areas that require more attention and investment. Companies that adopt a structured approach and allocate dedicated resources are more likely to achieve success in CRO. The report emphasizes the need for continuous innovation and improved collaboration to push the discipline to the next level.