25+ statistics, facts and trends to optimize the latest conversion rate

Are you looking for the latest statistics to help you optimize your conversion rate?

We all know how confusing conversion optimization can be. Let's face it, the term "conversion optimization" is already complicated!

Whether you're looking for the latest trends or want to know what conversion optimization is, you've come to the right place!

In this post, you will learn how conversion optimization works, why it matters, and 30 of the latest trends, facts, and statistics.

Sounds good? Great! Let's start.

How does the conversion rate optimization work?

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

How does CRO increase your conversion rate?

Say you own an online clothing store. You opened this ecommerce store a month ago and you don't have a lot of web traffic yet.

Fewer website visitors mean less sales, which isn't a good thing, right?

To get more web traffic, run a paid advertising campaign. You notice that more people are visiting your website but are not getting anywhere.

If only there was something that could 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 could use are:

  • A / B tests
  • UX web design
  • Optimized call to action

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 works and what doesn't.

We'll look at another example.

Kim is an online coach who helps clients grow their business to a seven-figure figure per year. She is promoting her new online course with a landing page – the goal is to fill the last 20 places.

Those last 20 positions are important, so Kim wants to make sure they get filled. Instead of creating a landing page and leaving it unchanged, she tests it with CRO:

  • heading
  • Landing page design
  • Call-to-action placement

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

Do you see how useful converting rate optimization can be?

But keep the following in mind: Conversion optimization is no walk in the park. You are constantly testing and analyzing your marketing strategies.

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

As you can see, you may face some challenges at CRO … but don't let them discourage you!

Our 27 statistics below will help you understand conversion optimization and learn how to use it.

Let's start with that!

27 Conversion Rate Optimization Statistics You Need To Know

The following conversion optimization statistics are divided into 7 categories. Go to the area you are interested in or start from above!

Is it worth optimizing the conversion rate for the ROI?

If you are new to CRO, you are probably wondering whether it is worth paying for it. Is CRO worth it?

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

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

You may be thinking, “That sounds great, but I need examples. How do companies increase conversions with CRO? "

We will answer this question in the next statistics.

Source: Digital Operative

2. Walmart increased its online sales by 20%

Although this case study is a bit older, it still contains valuable information about CRO.

A few years ago, Walmart found that the target audience (mothers) had stopped in-person shopping for online purchases.

With that in mind, Walmart has:

  • The website for tablets and mobile phones has been redesigned
  • Improved website loading time
  • Optimized their site navigation

With these few changes, their sales increased by 20%. This shows the importance of user-centric websites.

Source: ElasticPath

3. SmartWool increased its sock sales by 17.1 percent

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

Image size. Yes, SmartWool made more sales by changing the image size of its product (socks). Apparently, their customers like bigger pictures.

Who would be known without conversion rate optimization?

Source: Optimizely

4. Taloon increased conversions by 12%

Here is another interesting story.

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

They used A / B testing to decide whether or not their social media sharing buttons were driving sales. It turns out social media sharing Distracted customers from completing a purchase.

Once those buttons were removed, sales increased 12%!

This is surprising as many marketers encourage content sharing on product pages. What works for one company may not work for another.

Source: VWO

5.BaseKit increased sales through a redesign by 25%

Sometimes all you need is a quick redesign.

For example, BaseKit has redesigned its sales page in a number of ways. Below is a comparison between the original and the optimized sales page.

Here are a few things to keep in mind.

  • Pricing – Notice how they added color to each price section. It has been found that color can affect your conversion rates!
  • Testimony – A quick testimonial can make all the difference. Customers look forward to positive reviews.

What do all these case studies have in common?

First, they used CRO to increase conversion rates.

Second, it took only a few changes to get more sales. None of these companies created new content …

You have optimized what they already had.

That's why it's important to test your content! If done correctly, you can expect a 50% increase in sales.

Is conversion rate optimization that popular?

You may also be wondering how many business owners are using CRO and why. Let's see what the following 5 stats have to say about it.

6. Only 1% of businesses think it is not important to optimize conversion rates

Over a 5 year period, at least 50% of companies consider CROs to be critical to their digital marketing strategy. And only 1% of companies don't keep track of it.

This shows how many companies are using CRO to convert more sales, leads, and subscribers into revenue.

Source: RedEye

7. The A / B test software market is projected to reach US $ 1081 million by 2025

A / B testing is a conversion optimization strategy. It compares two different versions of a webpage, landing page, heading, etc. and shows which version is converting more users.

So yes. It looks like conversion optimization isn't going anywhere anytime soon.

Source: Business Insider

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

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

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

  • Colours
  • Button, font or image sizes
  • Web copy
  • Headlines
  • Keys
  • Social proof

… and the list goes on!

Source: Invesp

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

If you take a closer look at the above results, you will see how the average CRO salary has dropped in 2020. But why?

CRO has grown in popularity over the years. This means that more and more countries are hiring optimization specialists. And these countries have lower average salaries than the US.

That is why the average salary has decreased. The average salary in these countries lowers the general average salary.

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

Source: CXL

10. More and more companies found converting rate optimization in 2020 to be ineffective

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

Oh yes … COVID-19.

Many of us have struggled with major changes due to the pandemic, such as working from home or moving a business to the online world. With that, CRO took a little bath.

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

With the rise of online business, you need to stand out from the competition.

Source: CXL

What are the best conversion optimization techniques?

Now that you know that conversion optimization won't go away, you're probably thinking, "What are the best CRO techniques?"

11. A / B testing is the most popular conversion rate method

Would you take a look at that? A / B testing is the winner.

With that in mind, let's go over some of the latest A / B testing trends.

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

Your website is the center of your content, products and services. No wonder Company A / B test it the most often.

Some features that you may want to test out on your website are:

  • Your homepage calls for actions
  • Contact page
  • External links
  • Download links

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

A / B testing is not a passive strategy. In other words, you can't even do the A / B test and then leave it. You have to go through trial and error.

After testing your content, make the appropriate changes and test again.

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

Source: Invespcro

As you can see, A / B testing is a great way to tweak your content. And you can use A / B testing on a lot of content like landing pages and emails.

Now let's go through the latest conversion optimization trends for the following:

  • Home pages
  • E-commerce stores
  • Email Marketing

Landing page conversion optimization

14. Using the word "Submit" on your form can reduce conversions by 3%

We have all seen this call to action before. The word "send" is general, and let's face it – boring! There is no emotion or power behind this word.

So why not use the following call to action instead?

  • Get your (wish) now!
  • Get started with (product / service) in an hour or less
  • Get your free (service) now

You can also use a Smart CTA, which we'll get into in the next statistic.

Source: Unbounce

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

A call to action, or CTA, directs your user to "take action". This could be subscribing to your newsletter or buying a sale.

You may be wondering what a "smart" CTA is. Unlike a general CTA that focuses on each user, a Smart CTA focuses on one type of user.

Suppose you are a real estate agent. A CTA like Get Your Apartment Guide is perfect for a new visitor – it's welcoming but not intrusive.

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

Forget the generic CTAs like "Register Now". The next time you call to action, think about who you are converting.

What specific measures would you like to take with your company?

Source: HubSpot

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

If you didn't already know, website speed is important to your SEO and conversions. Most people leave a slow loading page.

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

Source: Unbounce

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

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

As you create your side, you realize how difficult it is to capture all hair types with one side. Instead, you create 3 different landing pages.

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

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

Because of this, multiple landing pages are important. The more personalized your landing pages, the more conversions you will get.

Source: HubSpot

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

Yes … headlines matter.

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

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

If you want to learn more about landing pages, check out our 37 landing page statistics.

Source: Copyblogger

Optimizing e-commerce conversion

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

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

I bet almost all of you will have your hands up, right? Let's face it, we use our phones for everything … including shopping.

Most websites do not optimize their mobile website, which leads to lost sales. So remember to tweak your mobile website with an engaging theme.

An engaging theme is created to look great on any device, including mobile devices.

Source: Optinmonster

20. Clothing has the highest demolition car rate

It's no wonder that clothing has a high rate of demolition vehicles. Most users are surprised by unexpected charges such as shipping and taxes.

Also, many users are practically window shopping – they are not ready to buy them just yet.

If you own an online retail store, here are some things you can do to improve your abandonment rate:

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

Source: Optinmonster

21. Most online shoppers use a tablet

As mentioned earlier, 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 up to 200%

How often do you check product reviews before making a purchase? 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 from a website with slow loading times

We have said it before and we will say it again. The speed of your website is SO important to your conversion optimization rate.

If you are not sure how fast your website is, a website speed tool can be used to check.

Source: Unbounce

Optimizing email marketing conversion

Email marketing is another popular A / B testing strategy.

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 think about how many emails we receive every day.

Not to mention, a lot of emails are sent straight to your spam box and remain unopened. When we talk about 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 the highest click rate

This statistic shows you how different the open rates and click rates are around the world.

And remember, we all work in different industries with companies of different sizes. No wonder our open rates are different!

Source: Super Office

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

These statistics were published in 2017. Imagine how many of us are now opening emails on mobile devices!

Fortunately, most email marketing software offers responsive email templates. Note, however, that many of your subscribers open emails on the go.

What are you going to do to get their attention?

Source: MediaPost

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

Whoa … 500% ?! Definitely worth talking about.

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

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

Notice how these subject lines get straight to the point?

If a user knows exactly what an email is about, they are more likely to open it. Also, a clear subject line doesn't look like spam.

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

  • Use commas, periods, and colons to separate sentences
  • Do not use more than 10 words
  • Use a heading analyzer

Source: AWeber


Wow … we just looked through a lot of conversion optimization statistics. Let's go over what you've learned again.

Conversion optimization is different for everyone – All kinds of companies use CRO – marketing, e-commerce, non-profit organizations. They call it. What works for someone else may 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 are patient. This means testing one piece of content at a time and testing it again if necessary.

It's not going anywhere – Conversion optimization is going nowhere. It's only here to stay

If you enjoyed this post, check out our 100+ blogging stats, facts, and trends!

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