Conversion rate optimization (CRO) is an essential strategy for any business looking to boost leads and sales. By testing and optimizing website elements, we can increase conversion rates and revenue.
But where do we start? As an experienced marketing professional, I‘ve compiled 32 of the most important CRO statistics to help guide your 2023 strategy. These insights reflect the latest trends, adoption rates, and real-world results across tactics like SEO, PPC, email, and social media marketing.
In this post, I‘ll break down the key data in an easy-to-skim format with graphs and summaries. My goal is to give you a detailed overview of CRO benchmarks, tools, and best practices backed by current research. Ready to dive in? Let‘s explore the stats!
Contents
Key CRO Statistics
To start, here are 10 key data points to know about CRO:
| For every $92 spent on customer acquisition, only $1 goes toward conversion | Inc.com |
| Just 22% of companies are satisfied with their conversion rates | HubSpot |
| Average website conversion rate is 2.35% | WordStream |
| Top 25% of companies see 5.31% conversion rates | WordStream |
| Top 10% of landing pages convert at 11.45% on average | WordStream |
| Benchmarks range from 2-5% conversion rate by industry | Marx Communications |
| Ecommerce sees 3% conversion rate on desktop | BigCommerce |
| 94% of organic searches come from Google | BrightEdge |
| Proper CRO tools increase ROI by 223% | VentureBeat |
| Personalized CTAs boost conversions 202% | HubSpot |
As you can see, there‘s a huge opportunity to boost conversions through optimization. Proper tools and testing can drive massive ROI increases upwards of 200-300%!
But conversion rates vary widely based on industry, tactics, and degree of optimization. Let‘s explore some of these CRO statistics in more detail.
Detailed Breakdown of CRO Stats
Below I‘ll share more context and analysis around 22 key CRO data points, organized by topic. My goal is to help you learn how to benchmark your results and identify high-impact areas to focus your optimization efforts.
Overall CRO Statistics
First, let‘s look at some foundational CRO stats:
Companies focus 9X more spending on customer acquisition than conversion
For every $92 spent on attracting customers, only $1 goes toward converting them. (Inc.com)
This reveals a huge untapped opportunity – most businesses are focused on driving more traffic, not better converting it. By optimizing your website experience, you can get more value from your existing visitors.
Only 22% of companies are satisfied with their conversion rates
The majority of businesses see significant room for improvement with their conversion rates. (HubSpot)
If your company falls into the 78% that want higher conversion rates, structured CRO processes can help move the needle. Start by auditing your website and purchases process for areas of friction.
Average conversion rate is 2.35%, but top 10% convert at 11.45%
While the average hovers around 2-3%, the top landing pages are driving 5X higher conversions. (WordStream)
This showcases the results possible through rigorous optimization. Study what the top performers in your industry are doing to identify areas to test and improve.
Conversion benchmarks range from 2-5% by industry
Conversion rate benchmarks fluctuate widely based on your industry. For instance, animals & pets convert at 45% while apparel lags at 2.06%. (Marx Communications, WordStream)
Compare your conversion rates to industry benchmarks to better evaluate your results. If you fall below the average, focus on testing and optimizing to catch up with your peers.
CRO Adoption Statistics
Next let‘s explore some data points on how widely CRO tactics are being used:
47% of companies conduct 1-2 optimization tests per month
Almost half of businesses are actively testing changes regularly to improve website performance. (CXL)
To get results, testing has to be an ingrained part of your processes. Build in time to run A/B tests and experiments weekly or monthly.
56% use A/B testing for conversion optimization
A/B testing is the most popular and effective CRO technique. (Econsultancy)
Leverage A/B testing as your go-to tool for optimization. Use it to test headlines, page layouts, buttons, offers, and any aspect of your funnel.
Video on landing pages lifts conversions 80-86%
Adding video to landing pages provides one of the biggest conversion lifts of any tactic. (Promo)
Video is hugely persuasive yet underutilized on most websites. Test placing a video above or near your product descriptions and calls-to-action.
User-generated content boosts conversion 8.5%
Social proof like customer reviews, testimonials and photos can lift conversion rates. (PowerReviews)
Sprinkle authentic user content throughout your site and product pages. Video testimonials can be especially powerful.
CRO and PPC Statistics
Paid search is a top conversion channel. Here are some key CRO stats for PPC:
Average Google Ads conversion rate is 3.75%
The typical Google Ads account sees conversion rates exceed the 2-5% benchmark range. (WordStream)
Leverage Google‘s automation, tracking and optimization features to maximize conversions from paid search.
Dating industry sees 6% CTR on paid search
Some niches like dating convert paid traffic much better than others. (WordStream)
Research benchmarks for your specific industry to compare against. If below average, tweak ad copy, landing pages, and keywords.
Google Ads return $2 revenue per $1 ad spent
On average, Google Ads provide positive ROI at a 2:1 return thanks to optimization. (Your Marketing People)
Continually optimize your PPC campaigns through A/B testing of ad elements and aggressive tracking of results.
CRO and SEO Statistics
Now let‘s explore several data points around SEO and CRO:
SEO drives over 1000% more traffic than social
SEO brings in vastly more site traffic than other sources like social media. (Create It)
With over 90% of search on Google, SEO is the key to tapping that traffic source. Ranking for your core keywords should be a top priority.
71% use keywords as core of SEO strategy
Driving rankings for strategic keywords underpins most successful SEO strategies. (HubSpot)
Identify high-value keywords, then optimize pages and content to rank for those terms. Tools like Google Keyword Planner and SEMRush can help.
Keyword rank and traffic are top SEO success metrics
Marketers optimize first and foremost for higher search rankings and traffic. (HubSpot)
Track your core keyword ranks and organic traffic levels weekly using tools like Google Search Console. Use the data to prioritize optimizations.
18% of local mobile searches drive sale in 1 day
Optimizing for hyper-targeted local SEO keywords can deliver quick conversions. (SUSO)
Target your local service area in your SEO strategy. Go beyond just city – focus on neighborhood names, street names and zip codes.
#1 ranking gets 27% of mobile clicks vs. 19% on desktop
The top mobile result gets major click share, especially on smartphone searches. (Convert)
Optimize first for mobile to maximize your click potential from ranking #1 in search results.
98% of consumers read local business reviews
User-generated content like online reviews are hugely influential. (BrightLocal)
Actively encourage customers to leave reviews on Google, Facebook, Yelp and industry forums. Respond promptly to any negative feedback.
Social Media CRO Statistics
Now let‘s explore several CRO data points specific to social platforms:
89% of B2B marketers use LinkedIn for leads
LinkedIn is the dominant platform for B2B lead generation. (SocialPilot)
Optimize your LinkedIn presence with a conversion-focused profile, content sharing strategy, and active engagement in Groups.
Instagram UGC gets 4.5% higher conversion
User-generated content outperforms branded content on Instagram. (Gitnux)
Run contests and fun content campaigns to generate more UGC. Repurpose the best photos and videos into ads and @mentions.
Pinterest shopping ads drive 3X more conversions
Optimized Shoppable Pins deliver stunning conversion lift. (SocialPilot)
Leverage Pinterest‘s commerce-focused ad offerings to drive targeted traffic. Retarget engaged users for maximum repeats.
61% of consumers trust influencer recommendations
Influencer marketing helps drive brand credibility and purchase decisions. (Influencer Marketing Hub)
Partner with nano- and micro-influencers in your niche to produce content together. Prioritize trust and authenticity.
42% saw fake Facebook reviews
Misleading social proof like fake reviews can severely damage trust. (BrightLocal)
Actively monitor your brand‘s social feeds for misleading information or fake reviews. Quickly flag them and respond professionally.
33% higher LinkedIn conversion with question headlines
Asking questions in headlines boosts engagement and conversion. (WBL)
Test using "how-to" and problem-focused questions in your LinkedIn content headlines. Offer value and solutions.
Email Marketing CRO Statistics
Email consistently generates high ROI. Here are some key optimization data points:
4.48 billion email users projected by 2024
Email marketing is more popular and effective than ever. (Kinsta)
Continue growing and segmenting your email lists to maximize reach. Test content, design, cadence and segmentation.
Welcome emails see 68.6% open rate
Make the most of high open rates from your first email to new subscribers. (Oberlo)
Send immediately after sign up and include a personalized subject line, brief intro, and valuable offer or content.
Mondays have 22% email open rate
Mondays see the highest inbox open rate all week. (Campaign Monitor)
Test sending your most important broadcasts on Mondays to increase open potential. Monitor open rates by day.
Key Takeaways for Your 2023 CRO Strategy
After reviewing all this data, what key lessons should you apply to your 2023 CRO strategy? Here are my top recommendations:
- Audit your website and full purchase funnel for friction points and areas to optimize. Check your performance against industry benchmarks.
- Implement structured testing like A/B tests to continuously improve website elements and campaign performance.
- Prioritize tactics like video and UGC that deliver huge conversion lifts.
- Monitor search rankings and organic traffic closely. Use the data to guide SEO optimizations.
- Leverage LinkedIn and Pinterest‘s optimized lead gen and shopping ad offerings.
- Mobilize engaged email subscribers with tactical sends on high open rate days like Mondays.
- Watch for misleading social proof like fake reviews that could hurt trust and conversion.
Proper application of CRO best practices can increase conversion rates, revenue, and ROI by over 200%. I hope these 2023 statistics provide a helpful starting point to inform your optimization efforts this year. Let me know if you have any other questions!
