State of the art in CRO 2013 [Infographic]

New research shows effectiveness and best practices for CRO across 7 key CRO techniques

Do you know the RedEye annual Conversion Rate Optimisation (CRO) report? It has now been produced for 5 years in conjunction with Econsultancy. Since the name was changed it has been instrumental in encouraging adoption of CRO and highlighting best practices.

The latest practices in CRO are shown by the infographic below which summarises the popularity and effectiveness of different CRO techniques. Use it to review your approach. Ask...

• 1. Does your company have someone responsible for CRO?
  Encouragingly, 79% of businesses do?
• 2. Is there a structured programme of testing and improvements?
  This is poor, only 26% of companies do suggesting defined responsibility doesn't mean there is a programme in place.
• 3. Are you using A/B testing?
  This is the most popular method of structured testing with prioritisation of tests important to success.
• 4. Should we run usability tests?
  It's rated as highly valuable by 55%, but only quite valuable by 43% of companies.
• 5. Are we running multiple test types?
  This is the realm of more sophisticated companies with some of the largest improvements.
• 6. Customer journey analysis used?
  We're big proponents of performing this in Google Analytics as explained in our 7 Step guide to using Google Analytics to improve online results. So, good to see this is highly rated with 52% of companies saying it was highly valuable although less than half use the technique.
• 7. Cart abandonment analysis used?
  This is only used by fewer than a third of companies, perhaps reflecting the type of businesses completing the survey, but it was rated effective by those who used it.

You can download the full CRO report from Redeye here.