CRO Statistics

28.12.2021

Getting website traffic can be challenging, but getting that traffic to convert into taking the action you want is an even bigger struggle. All business owners with an online presence need a good conversion rate optimization strategy to generate revenue. Check out the CRO statistics below to discover what works and what doesn’t when it comes to converting your traffic into the leads your business needs.

CRO Statistics 101

  • The mean conversion rate for ecommerce websites ranges between 1% and 4%.
  • The CRO software market worldwide is forecast to reach almost $2 billion in 2026.
  • The average conversion rate of landing pages across various industries is over 2%.  
  • Only 12% of brands report satisfactory lead conversion rates.
  • More than 90% of companies have witnessed an increase in conversions as a direct result of personalization.
  • 39.6% of brands keep to a documented or structured optimization process.
  • Google Ads has a conversion rate of almost 4%.

General Conversion Rate Optimization Statistics

1. The average ecommerce conversion rate fluctuates between 1% and 4%.

Research indicates that there is a difference between conversion rates in separate industries, countries, devices, seasons, etc. The global average conversion rate across devices is 2.58%, whereas, the average ecommerce website conversion rates stand between 1% and 4%.

2. The average website conversion rate in March 2021 was 2.22%.

The conversion rate in all segments of the global ecommerce market in March 2021 grew 10.64% compared to 2020. The conversion rate for March 2020 was 2.01% and a year later, CRO stats revealed 2.22% of website visits converted into a purchase. 

3. The global CRO software market is expected to hit $1932.2 million by 2026.

The great advantage of CRO is that it increases profit without spending more on advertising. The conversion rate optimization software market is projected to grow at a compound annual growth rate of almost 10% from 2019 to 2026.

4. 27.3% of companies’ CRO efforts are led by a single dedicated person.

26.3% of companies appoint a specific team of people to deal with CRO, while 21.6% of companies assign people across teams as evidenced by conversion rate optimization trends. It is surprising that 24.8% of companies report that CRO is nobody’s primary job. 

CRO Team Structures Across Organizations Graph

5. Young people dominate the field of CRO.

The majority of conversion rate optimization specialists are in their early 30s. Over 40% of CRO professionals are in the 31-40 age group and the second largest group (38.3%) are people between 20 and 30 years old. Only 3.6% fall in the category of people who are 51 or older.

Age Demographics of CRO Specialists

6. At 4.4%, Great Britain boasts the highest conversion rate across regions.

The US and EMEA follow behind with conversion rates of 2.8% and 2.1%, respectively. Other regions have a 1.6% conversion rate.

7. Referral traffic yields the highest conversion rates at 3%.

Conversion rate optimization statistics reveal the runner-ups are paid and organic search at 2.6% each, email and direct at 2.6% and 2.1%, respectively. On the other end of the spectrum, the traffic sources that result in the lowest numbers of website conversions are social (1.1%) and display advertising (0.3%)

Conversion Rates by Traffic Source

8. The catering and restaurant industry sees the highest average conversion rates at 18.2%.

When observing website conversion rates by industry, the media and entertainment industry makes a close cut at 18.1%. CRO stats reveal that the finance and insurance industry ranks third with an average conversion rate of 15.6%, while the legal and education industries round up the top five with 14.5% and 14.2%, respectively.

9. Home improvement, medical services, and real estate are the industries with the lowest average conversion rates.

At 7.2%, home improvement reports the lowest close rate by industry. The real estate and medical services industry outrank it by a thread, at 7.4% each.

Average Conversion Rates by Industry

10. At 2.22%, Germany boasts the highest ecommerce conversion rates by country.

Conversion rate optimization statistics place the US at second place, with ecommerce conversion rates at 1.96%. The UK and Denmark rank third and fourth with 1.88% and 1.80%, respectively. The Netherlands takes the fifth spot at 1.78%.

Ecommerce Conversion Rates by Country

11. Browse abandonment emails have the lowest conversion rate of 4.10%.

At 25%, ‘Email My Cart’ campaigns score highest in terms of average email conversion rates. The second-best-performing are shopping cart abandonment emails, with conversion rates of 18.54%. 

12. Mobile conversion rates are about 40% lower than those on desktop.

Desktop ecommerce conversion rates stand at 2.59%, whereas those on mobile are 1.86%. Sales conversion rate statistics reveal the main reason why people don’t convert on mobile is security (20.2%). Other big reasons are not being able to see the product details, difficult navigation, not being able to compare by browsing multiple screens at once, as well as the difficulty to input details.

Reasons Why Customers Don't Convert on Mobile Graph

13. The food and beverage sector has an online shopping conversion rate of 5.5%.

Categories like haircare as well as beauty and skincare also have high converting websites with 3.5% and 3% conversion rates, respectively. On the other hand, luxury handbags and home furniture have the lowest online shopping conversion rates at 0.6% each.

Global Conversion Rates in Select Ecommerce Verticals

Lead and Landing Page Conversion Rate Statistics

14. The landing page conversion rate across industries averages at 2.35%.

The top 25% of landing pages boast a conversion rate of 5.31% or higher, while the top 10% convert at 11.45%. 

15. A higher number of landing pages results in increased leads.

Landing page conversion statistics 55% increase of leads that both B2B and B2C companies see when they increase the number of landing pages from 10 to 15. Having over 40 landing pages yields the best results, especially for B2B businesses.

16. 62% of B2B companies report having up to 6 landing pages.

Furthermore, 44% of B2B company clicks are pointed to the website’s homepage as opposed to a special landing page. Landing page statistics further reveal the lack of knowledge or an overloaded marketing team as the main reasons for not using landing pages. 

17. Only 12% of brands are satisfied with their average lead conversion rates.

About a third of companies claim they are somewhat satisfied with their lead-to-sales conversion rate. 31% are neutral and 21% are somewhat unsatisfied, while a mere 4% are very unsatisfied.

Overall Satisfaction with Lead-to-Sales Conversion Rates Among Marketing Professionals

18. At 43%, collecting enough data is the biggest challenge for successful lead conversion.

Other obstacles to a satisfactory lead conversion rate include quick follow-ups and initial contacts at 41% and 39%, respectively. 

The Biggest Challenges to Successful Lead Conversion Graph

19. Most companies contact inbound leads through emails and phone calls.

Conversion rate optimization facts reveal that besides emails and phone calls (used by 37% and 36% of sales teams, respectively), 12% use social media. 7% of sales teams opt for live chat, while 6% rely on SMS as a way to follow up with inbound leads. 

Marketers' Communication Channels of Choice When Contacting Inbound Leads Graph

CRO Trends – What Works?

19. Welcome emails boast a conversion rate of 0.94%, whereas other marketing emails have a 0.10% sales conversion rate.

Three-quarters of new subscribers expect to get a welcome email, but only 57.7% of brands send them. Welcome emails that include an offer can increase revenue by 30% compared to plain ones. Welcome email receivers show 33% more engagement compared to others, and welcome emails generate up to 320% more revenue than other promotional emails.

20. Consumers need an average of three sessions before they convert.

According to sales statistics, online shoppers want to have all the necessary information before completing a purchase. When working on improving conversions, brands should analyze people’s shopping behavior and find opportunities for optimization.

21. When properly executed, UX design can increase conversion rates by as much as 400%

To achieve satisfactory sales conversions, brands need to be aware that it’s important for users to be satisfied with the experience they get from a website. Therefore, businesses need to adjust and take UX seriously in order to attract more customers and increase ROI.

22. Interactive content converts nearly 2X better than static.

CRO facts reveal that 60% of marketers have adopted interactive content strategies. They’ve already noticed the difference that dynamic content generates conversions moderately or very well 70% of the time, as opposed to passive content that does so only 36% of the time.

23. Personalization is reported to increase conversion rates for 93% of companies.

This figure only makes sense if we consider that 54% of users prefer personalized over generic online experiences. When it comes to ideas on how to execute personalization, here’s some food for thought – 59% of shoppers would like to see real-time deals on items they like. CRO stats also reveal that 44% of consumers say they’re likely to become repear buyers after a personalized experience with a brand.

24. Speed can increase website conversion rates and customers engagement.

Speed is nothing new among website conversion best practices. Recent studies show that a mere 0.1 second speed improvement can yield a 8.4% increase in mobile conversion rates in the retail industry. The same figure for travel is at 10.1%. Meanwhile, other studies show that a 1-second page load delay can reduce conversions by 7%.

25. User-generated content increases conversion rates by 161% across industries.

Conversion rate optimization statistics reveal that, when it comes to the average sales conversion rate increase in specific industries, apparel performs best with a 207% conversion boost after shoppers see user-generated content. Health and beauty and food and tobacco rank second at 203% each. The sporting goods industry ranks third with a 165% increase, followed by electronics at 81%. It’s no wonder that UGC is a go-to sales conversion strategy among conversion rate optimization agencies.  

27. Brands using visual content report 7x higher conversion rates than those that don’t. 

When it comes to the types of visual content, CRO statistics reveal 360-degree rotating images can increase conversion rates by as much as 27%. Product videos seem to be much more effective, as they are reported to yield a conversion increase of a whopping 134%,  

More on CRO

28. Almost 40% of companies follow a structured process for conversion optimization.

A little over 20% of companies don’t follow a conversion optimization process. What’s interesting is that out of those who do have a process in place, there’s a 50:50 ratio between those that document/structure it (39.6%) and those that don’t (39.3%).

29. Agencies and freelancers use a documented, structured conversion optimization process more often.

CRO stats reveal that 42% of agencies and freelancers rely on a documented, structured conversion optimization process compared to about 36% of in-house marketers. When it comes to having an undocumented process, there’s a negligable difference between agencies/freelancers and in-house marketers (with over 38% and 40%, respectively). Finally, in-house marketers’ share among those who don’t have a CRO process in place stands at around 24%, compared to the one of agencies/freelancers standing at around 18%.

30. The latest desktop conversion rates of US online shoppers stand at 3.9%.

When observing conversion rates by device, statistics reveal that desktop and mobile devices ranked pretty closely in Q2 2021 with the average mobile conversion rate standing at 3.5%. Tablet conversion rate ranked third at 2.2%.

31. At 80.8%, low conversion rates are the top reason for redesigning a website.

When it comes to the top reasons for hiring professional web designers, however, website conversion optimization ranks third at 19.2%. Needing a completely customized website ranks first (3.8%), followed by the need of a professionaly-designer website (23.1%). Ongoing support is the least common reason at 3.9%.

32. About 56% of CRO professionals have less than three years of experience.

Conversion rate optimization stats reveal that the majority of professionals in this field have two years of experience, followed by the ones with less than a year. Those with three years of experience rank third, followed by the ones who’ve been in the industry for five years. 

33. Nearly 20% of CRO professionals earn a six-figure annual salary.

However, the vast majority of conversion rate optimization experts (about 25%) earn less than $25,000 a year. This is followed by those earning $50,000-$74,999, which account for a little over 17% of professionals.

34. 76.3% of CRO professionals are male.

Conversion optimization seems to be a male-dominated industry with CRO statistics revealing only 23.7% of professionals in the field identify as female.

35. Nearly every conversion optimization team runs A/B tests.

This is followed by the teams who test more than one variation (A/B/n) at 38%, while multivariate and bandit testing remain as the least popular types of tests, being ran by about a quarter and less than 10% of teams, respectively.

36. Google Ads boasts a 3.75% conversion rate. 

When looking at the conversion rate in marketing on the two most popular PPC advertising platforms, Google outperforms Bing (2.94%) in conversions by over 27%.

37. The average conversion rate of Facebook Ads across all industries is 9.21%.

According to social media conversion rate statistics, the fitness industry performs best with conversion rates at 14.21%. It’s closely followed by education at 13.57%, while employment and job training ranks third at 11.73%. At 2.31%, technology is the industry with the lowest conversion rates in Facebook Ads.

CRO in Summation

Hopefully, the compilation of CRO statistics above has helped you familiriaze yourself with the latest industry trends, as well as what you can include into your own strategy to make the most out of your online marketing efforts.

Sources: Vwo, Verified Market Research, Wordstream, Convince and Convert, Social Media Today, Cxl, Webfx, IRP Commerce, Smart Insights, Barilliance, Statista, Statista, Hubspot, Hubspot, Invesp, Digital Information World, Toptal, Upland, Deloitte, TruConversion, Yotpo, Vwo, Statista, Good Firms, Word Stream