Satisfaction With Online Conversion Rates Falls

November 1, 2011

This article is included in these additional categories:

Agency Business | Analytics, Automated & MarTech | Data-driven | Retail & E-Commerce

econsultancy-satisfaction-with-conversion-rates-nov11.gifSatisfaction with conversion rates have fallen in the past year, according to [download page] an October 2011 report from Econsultancy in association with RedEye. Data from the “Conversion Rate Optimization Report 2011” indicates that only a-quarter (24%) of companies are satisfied with their conversion rates, down about 8% from 26% of companies in 2010. Meanwhile, four in 10 companies are either quite or very dissatisfied with their conversion rates, up 11% from 36% in 2010.

Just 1% of companies say they are very satisfied with their conversion rates, while about one-third (34%) are neutral.

Client Perceptions Differ

econsultancy-client-satisfaction-with-conversion-rates-nov11.gifAccording to the report, there continues to be a disparity between how agencies perceive satisfaction with conversion rates for their clients and satisfaction as indicated by organizations themselves. This year, close to one-half (47%) of companies say their clients are either quite or very satisfied with their conversion rates, representing a 17.5% increase from the 40% who reported such satisfaction in 2010. Less than one in 5 (18%) say their clients are either quite or very dissatisfied with their conversion rates, a 25% decrease from the 24% who reported dissatisfaction in 2010. Among companies and their clients, the most widespread types of conversions are sales and sign-ups/registrations, while overall site conversion to sale remains the most popular measuring stick, ahead of overall site conversion to response.

Improvement in Conversion Rates Slows

About two in 3 companies (65%) say their online conversion rates improved over the past year, down about 7% from 70% in 2010. The proportion of agencies that say their clients’ conversion rates have improved over the last 12 months has also marginally decreased, from 85% in 2010 to 83% this year.

About the Data: Econsultancy’s data is based on more than 700 global respondents to an online survey conducted in July and August 2011. Respondents included both client-side (in-house) organizations, and agencies, vendors or consultancies (supply-side).

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