25+ Latest Conversion Rate Optimization Statistics, Facts, And Trends (2022)

Conversion Rate Optimization Statistics

Are you looking for the latest conversion rate optimization statistics?

We all know how confusing conversion optimization can be. Let’s face it, the term,“Conversion Optimization”, is already complicated!

Whether you’re searching for the latest trends or want to know what conversion optimization is, you’re in the right place!

In this post, we’ll teach you how conversion optimization works, why it’s important, and 30 of the latest trends, facts, and statistics.

The following conversion optimization statistics are divided into 7 categories. Head over to the section you’re interested in, or start from the top!

And, towards the end, we’ll cover some CRO basics.

Sound good? Great! Let’s get started.

Editor’s top picks – CRO statistics

These are our most interesting statistics about CRO:

  • A dedicated conversion optimization budget may increase ROI by 30%. (Source: Digital Operative)
  • Only 1% of companies don’t think conversion rate optimization is important. (Source: RedEye)
  • Clothing has the highest abandonment cart rate. (Source: Optinmonster)

Conversion rate optimization ROI statistics

If you’re new to CRO, then you’re probably wondering if it’s worth paying for. Is CRO worth it? 

1. A dedicated conversion optimization budget may increase ROI by 30%

While this percentage varies, I think we can all agree that a 30% increase is worth the investment.

You might be thinking, “This sounds great, but I need examples. How do businesses increase conversions with CRO?”

We’ll answer this question in the next few statistics.

Source: Digital Operative

2. Walmart boosted their online sales by 20%

While this case study is a bit older, it still holds valuable information about CRO.

A few years ago, Walmart found that their target audience (moms) ditched in-person shopping for online shopping.

With this in mind, Walmart:

  • Redesigned their website for tablets and mobiles
  • Improved site loading time
  • Optimized their site navigation

With these few changes, their sales skyrocketed by 20%. This goes to show how important user-focused websites are.

Source: ElasticPath

3. SmartWool increased their sock sales by 17.1 percent

SmartWool is another example of CRO success. They raised their sock sales by 17.1% with one simple change… can you guess what it was?

Image sizing. Yeah, SmartWool got more sales by changing the image size of their product (socks). Apparently, their customers like larger images.

Who would’ve known without conversion rate optimization?

Source: Optimizely

4. Taloon increased conversions by 12%

Here’s another interesting story.

Taloon is a hardware company based in Finland. Their product pages weren’t selling as much as they wanted, so they started A/B testing.

They used A/B testing to decide if their social media sharing buttons increased sales or not. It turns out, social media sharing distracted customers from finishing a purchase.

Once they removed these buttons, sales increased by 12%!

This is surprising, as many marketers encourage social sharing to product pages. What may work for one business might not for the other.

Source: VWO

5. BaseKit increased sale conversions by 25% with a redesign

Sometimes, all you need is a quick redesign.

BaseKit, for example, redesigned their sales page in a few ways. See below for a comparison between the original and optimized sales pages.

BaseKit increased sales by redesign
Source: VWO

There are a couple of things to take note of here.

  • Pricing – Notice how they added color to each pricing section. It’s been found that color can impact your conversion rates!
  • Testimonial – A quick testimonial can make all of the difference. Customers love to see positive reviews.

So what do all of these case studies have in common?

First, they increased conversion rates using CRO.

And second, it only took a few changes to get more sales. None of these businesses created new content…

They optimized what they already had.

This is why testing your content is important! When done correctly, you can expect a 50% increase in revenue.

If CRO is done correctly
Source: Quick Sprout

Something else you might wonder is how many business owners use CRO and why. Let’s see what the following 5 CRO statistics have to say about it.

6. Only 1% of companies don’t think conversion rate optimization is important

CRO Statistic - importance

Over a 5 year period, at least 50% of companies think CRO is crucial to their digital marketing strategy. And only 1% of companies don’t bat an eye at it. 

This goes to show how many companies use CRO to convert more sales, leads, and subscribers into revenue.

Source: RedEye

7. The A/B testing software market is set to reach $1081 million by 2025

A/B testing is a conversion optimization strategy. It compares 2 different versions of a webpage, landing page, headline, etc., and tells you which version converts more users.

So… yeah. It looks like conversion optimization isn’t going anywhere, anytime soon.

Source: Business Insider

8. 58% of companies use A/B testing for conversion rate optimization and 35% of companies plan to use A/B testing for conversion rate optimization

What is it about A/B testing? Why is it so popular?

A/B testing is great because you can test almost any piece of content. Some examples are:

  • Colors
  • Button, font, or image sizes
  • Web copy
  • Headlines
  • Buttons
  • Social proof

… And the list goes on!

Source: Invesp

9. 17.8% of CRO careers earn more than $100,000 a year

CRO Statistic - average salary

If you take a closer look at the results above, you’ll notice how the average CRO salary declined in 2020… But why?

CRO has become more popular over the years. This means more countries are hiring optimization specialists. And these countries have lower average salaries than the U.S.

So this is why the average salary declined. These countries’ average salary lowers the universal average salary.

Want to know the average salary in the United States? Almost $103,000 a year… not too shabby.

Source: CXL

10. More people companies found conversion rate optimization ineffective in 2020

CRO Statistic - ineffective

This statistic might sound negative, but consider what happened in 2020.

Oh yeah… COVID-19.

Many of us struggled with big changes due to the pandemic, like working from home or shifting a business to the online world. With that, CRO took a small dip.

This doesn’t mean conversion optimization is no longer important. In fact, it’s now more important than ever!

With a rise in online businesses, you’ll need to stand out from the competition.

Source: CXL

What are the best conversion optimization techniques?

So now that you know conversion optimization isn’t going away, you’re probably thinking: “What are the best CRO techniques to use?”

CRO Statistic - AB testing
Source: RedEye

Would you look at that… A/B testing is the winner.

On that note, let’s go over a few of the latest A/B testing trends.

12. 77% of companies use A/B testing to optimize their website

CRO Statistic - optimization

Your website is the hub of your content, products, and services. It’s no wonder companies A/B test it the most.

A few features you might want to test on your website are:

  • Your homepage call to actions
  • Contact page
  • External links
  • Download links

13. Running 2-3 A/B tests per month is the optimal way to improve conversions

CRO Statistic - tests per month

A/B testing isn’t a passive strategy. In other words, you can’t A/B test once and then leave it be. You have to go through trial and error.

After you test your content, make the appropriate changes and then test it again.

Two to three tests is a good number, but it also depends on how well your audience responds.

Source: Invespcro

As you can see, A/B testing is a great way to optimize your content. And you can use A/B testing for many pieces of content, like landing pages and emails.

Landing page conversion optimization statistics

14. Using the word “submit” on your form can decrease conversions by 3%

We’ve all seen this call to action before. The word, “Submit” is generic, and let’s be honest—boring! There’s no emotion or power behind this word.

So why not use the following Call To Actions instead?

  • Get Your (Desire) Now!
  • Get Started With (Product/Service) in One Hour or Less
  • Get Your Free (Service) Now

Or, you can use a Smart CTA, which we’ll go over in the next statistic.

Source: Unbounce

15. Smart CTA buttons have a 202% higher conversion rate than other CTAs

CRO Statistic - smart CTA buttons

A call to action, or CTA, tells your user to “take action.” This can be subscribing to your newsletter or buying a sale.

You might be wondering what a “Smart” CTA is. Unlike a general CTA that focuses on every user, a Smart CTA focuses on one type of user.

CRO Statistic - type of user

Let’s say you’re a Real Estate agent. A CTA like “Get Your Apartment Guide” is perfect for a new visitor—It’s inviting, but not pushy.

A lead, on the other hand, is more invested than a random visitor. They’re ready to buy an apartment, so a CTA like “Free Consultation” is better for them.

Forget about the generic CTAs, like “Sign Up Now.” The next time you create a call to action, think about who you’re converting.

What specific action do they want to take with your business?

Source: HubSpot

16. Only 8% of landing pages load in 3 seconds or less

CRO Statistic - 3 seconds or less

If you didn’t already know, site speed is important for your SEO and conversions. Most people will exit out of a slow-loading page.

If you have a WordPress site, then you can speed up your site with a WordPress plugin.

Source: Unbounce

17. The more landing pages you have, the more leads you’ll get

CRO Statistic - more landing pages

Let’s say you own a beauty blog and sell hair products for straight, wavy, and curly hair. You want to build a landing page to sell more products.

As you create your page, you realize how hard it is to target all hair types with one page. So you create 3 different landing pages instead.

This way, you can customize your copy, headline, and images for each hair type.

Now your customers will feel like you’re speaking directly to them.

This is why multiple landing pages are important.  The more personalized your landing pages are, the more conversions you’ll get.

Source: HubSpot

18. 8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest

Yeah… headlines are important.

This is where A/B testing comes in. You can test different headlines and see which one converts the most visitors.

We also recommend using a headline generator to brainstorm interesting headlines. 

And if you want to learn more landing pages then head over to our 37 landing page statistics.

Source: Copyblogger

Ecommerce conversion optimization statistics

19. 78% of mobile-device users abandon their cart

CRO Statistic - mobile users

Raise your hand if you’ve ever bought a product on your cell phone.

I bet almost all of you are raising your hands, right? Let’s face it, we use our phones for everything… shopping included.

Most websites don’t optimize their mobile site, which leads to a loss in sales. So remember to optimize your mobile site with a responsive theme.

A responsive theme is created to look good on any device, mobile included.

The good news is that most modern ecommerce platforms include mobile optimized themes. The main challenge is for legacy ecommerce sites that run on old custom-built platforms.

Source: Optinmonster

20. Clothing has the highest abandonment cart rate

CRO Statistic - clothing abandonment

It’s no wonder why clothing has a high abandonment cart rate. Most users get surprised by unexpected fees, like shipping and taxes.

Plus, a lot of users virtually window shop—they aren’t ready to buy just yet.

If you own an online retail store then here are a few ways to improve your abandonment rate:

  • Create one checkout page
  • Always keep the shopping cart and price visible
  • Mention your shipping fees before the checkout page

Source: Optinmonster

21. Most online shoppers use a tablet

CRO Statistic - tablet users

Like we mentioned before, a responsive website theme is the best way to optimize your website on all devices, including tablets!

Source: Statista

22. User-generated content can increase conversions by as much as 200%

How many times do you check product reviews before buying something? This is an example of user-generated content.

Make sure to add reviews and testimonials to your product pages. Show your customers how much others love your product!

Source: Yotpo

23. 45.4% of customers are less likely to make a purchase on a site with a slow loading time

CRO Statistic - slow loading time

We said it before, and we’ll say it again. Your site speed is SO important for your conversion optimization rate.

If you aren’t sure how fast your site is, then you can check with a site speed tool.

Source: Unbounce

Note: Want to learn more about ecommerce? Check out our collection of ecommerce statistics.

Email marketing conversion optimization statistics

Email marketing is another popular strategy for A/B testing.

Your email strategy is a great way to generate leads, make sales, and build an online community.

24. The average open rate in 2020 was 21.3%

This percentage might sound like a low number, but consider how many emails we get every day.

Not to mention, many emails go straight to your spam box and remain unopened. Speaking of open rates, let’s take a look at the average open rate for each country.

Source: Super Office

25. Denmark has the highest open rate, and Germany has the highest click-through-rate

CRO Statistic - Denmark and Germany

This statistic shows you how different open rates and click-through-rates are throughout the world.

And remember, we all work in different industries with different-sized businesses. It’s no wonder why our open rates are different!

Source: Super Office

26. Emails opened on a mobile device have doubled over the past 5 years

This statistic was released in 2017… Imagine how many of us open emails on mobile devices now!

Luckily, most email marketing software offers responsive email templates. But keep in mind that many of your subscribers open emails on the go.

What will you do to grab their attention?

Source: MediaPost

27. Clear email subject lines can increase conversions by over 500%

Whoa… 500%?! This is definitely worth talking about.

But first, you might be wondering what a clear email subject line is.

A clear email subject line cuts out the fluff. In other words, it tells readers exactly what the email is about.

CRO Statistic - clear email subject lines

Notice how these subject lines get straight to the point?

When a user knows exactly what an email is about, they’re more likely to open it. Plus, a clear subject line doesn’t look like spam.

Here are a few ways to create clear email subject lines:

  • Use commas, periods, and colons to separate sentences
  • Don’t use more than 10 words
  • Use a headline analyzer

Source: AWeber

Note: Want to learn more about email marketing? Check out our collection of email marketing statistics and trends.

How does conversion rate optimization work?

Conversion rate optimization (CRO) is a marketing strategy that converts more users into customers. The higher your conversion rate is, the more sales you have.

So how does CRO raise your conversion rate?

Let’s say you own an online clothing store. You opened this eCommerce store a month ago and don’t have much web traffic yet.

Fewer website visitors means fewer sales, which is no good, right?

To get more web traffic, you decide to run a paid advertising campaign. You notice more users visiting your site, but you aren’t hitting your target goal.

If only there was something to help increase your web traffic…

Oh wait, there is! With conversion rate optimization, you can test and optimize your PPC (Pay-Per-Click) campaign to get more visitors.

Some techniques you might use are:

  • A/B testing
  • UX web design
  • Optimized call to actions

Pretty cool, right? But why is CRO important? I mean… Do you really need this strategy?

Why is conversion rate optimization important?

CRO is important because it tells you what’s working and what’s not.

We’ll take a look at another example.

Kim is an online coach who helps clients grow their businesses to 7-figures a year. She’s promoting her new online course with a landing page—the goal is to fill the last 20 spots.

These last 20 spots are important, so Kim wants to make sure they get filled. Instead of building a landing page and leaving it as is, she uses CRO to test her:

  • Headline
  • Landing page design
  • Call to action placement

Thanks to CRO, Kim now knows how to design her landing page for more sales. In fact, she filled all 20 spots!

See how useful conversion rate optimization can be?

But here’s something to keep in mind — conversion optimization isn’t a walk in the park. You’re constantly testing and analyzing your marketing strategies.

In fact, many business owners struggle with CRO. Take a look at the graph below:

Many businesses struggle with CRO
Source: CXL

As you can see, you may come across a few challenges with CRO… But don’t let this discourage you!

Our CRO statistics above will help you understand conversion optimization and learn how to use it.

To wrap up

Wow… we just went over a ton of conversion optimization statistics. Let’s go over what you learned.

Conversion optimization is different for everyone – Businesses of all kinds use CRO—marketing, eCommerce, non-profits. You name it. What works for someone else might not work for you.

The best way to use conversion optimization is to run the tests yourself.

It’s a long-term strategy – CRO works best when you’re patient. This means testing one piece of content at a time, and retesting when needed.

It’s not going anywhere – Conversion optimization isn’t going anywhere. It’s only here to stay.

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