2017网络营销转化率优化报告（英文）_82页-6mb

Conversion Rate Optimization Report 2017 Summary

Core Content

This report by Econsultancy and RedEye provides an in-depth analysis of Conversion Rate Optimization (CRO) practices among digital marketers and ecommerce professionals. It outlines the current state of CRO, its importance, challenges, and future potential, with insights on testing, personalization, and organizational structures.

Main Points

1. Importance and Satisfaction with CRO

• Importance: CRO is widely acknowledged as important, though fewer marketers now see it as 'crucial' (down by 5 percentage points from last year).
• Satisfaction: Despite year-on-year improvements, more marketers are dissatisfied with their conversion rates than satisfied.
• Investment: Over half of companies surveyed plan to increase their CRO budgets in the next year, showing continued commitment to the discipline.

2. Conversion Maturity Model

• The model outlines three stages of CRO maturity:
  • Foundation: Companies run 1–2 simple tests monthly without dedicated resources.
  • Intermediate: Companies use a structured approach, run multiple tests, and start using more complex techniques like segmentation and usability testing.
  • Expert: Companies regularly run complex tests and have advanced personalization strategies.

3. Testing and Performance

• Testing Frequency: 62% of companies run at least two tests per month, with a significant increase (36%) in those running 6–10 tests.
• Testing Complexity: Only 6% of companies frequently run highly complex tests, while 45% run simple tests regularly.
• Testing Methods: A/B testing is the most commonly used and perceived as highly valuable (72% of marketers). The optimal number of tests per month is between 3 and 5.
• Structured Approach: Companies with a structured approach to CRO are more likely to see improvements (82% vs. 64% without a structured approach).

4. Personalization

• Adoption: Website personalization is the least used but most planned CRO method.
• Challenges: 35% of marketers find it very difficult to implement, while only 19% find it not difficult.
• Impact: Companies that use personalization see better results, but the lack of data collection strategies is a major barrier.
• Data Use: Just over half of respondents have a strategy for collecting data to support personalization.
• Technology: Various technologies are used for personalization, but the integration of data and content remains a challenge.

5. Investment, People, and Processes

• Budgets: CRO budgets are increasing, indicating growing recognition of its value.
• Staffing: Responsibility for CRO is shared among multiple individuals and departments, with many companies having at least one dedicated person.
• Incentives: Fewer companies are incentivizing based solely on conversion rates, as it is a multifaceted metric.
• Approach: A structured approach to CRO is key to success, with top-performing companies more than three times as likely to have one.
• Barriers: Resource and budget constraints remain the biggest barriers, along with siloed departments and conflicts of interest.

Key Insights

• CRO as a Mature Discipline: CRO has matured over the years, with annual improvements in conversion rates for over 65% of marketers since 2009.
• Testing Strategy: Regular testing, even with simple methods, is more effective than infrequent testing with complex methods.
• Personalization Potential: Personalization is underutilized due to implementation challenges, but it offers significant value and should be a priority.
• Collaboration and Culture: A structured approach and a collaborative culture across departments are essential for successful CRO.
• Future Trends: The report suggests the need for more innovation, particularly in app testing and a shift toward more holistic CRO strategies.

Conclusion

The report highlights that while CRO has become a standard part of digital marketing, there is still room for growth and improvement. It emphasizes the importance of structured approaches, regular testing, and data integration for achieving better results. The call to action is to push harder for innovation and to continue improving CRO practices to drive better conversion rates and business outcomes.