State of the Industry Report2016

Demographics: Age

Average age: 37

Demographics: Gender

Identified Issues

Demographics of respondents

- 44% (306) work in the U.S.

10% (68) work in the UK

7% (46) work in Canada

6% (39) work in the Netherlands

33% (231) are from other countries

Demographics: CRO jobs around the globe

Images

What type of CRO work do you do?Out of 673 responses…

39% optimizers work for an agency (with clients)

58% work in-house (on my own or at an employer’s site)

3% answered other

What type of company do your work for?Most respondents either work for an e-commerce company or for an agency/freelance

How long have you worked in a CRO role?

Almost 20% of all respondents have been working in their CRO role for less than a year: The industry is growing.

What’s your gross annual salary in USD?

Average salary:

$71,340

Leading CRO nations and their average salaries:

Budget: Does CRO have its own budget?More than half of respondents do not have a specifically mentioned CRO budget.

12%

53%

9%

26%

Reported budgets

range from $1k to $3m

What’s the online revenue of the business you work at?

Mean budget:$61,003,043

Most commonly reported budget range: Under $100k

Median budget range:$1m-$2m

Counting all locations where your employer operates, what is the total number of persons who work there?

Average salary based on company size: Companies with less than 500 employees: $69,469 Companies with more than 500 employees: $78,120

Does your team have a conversion optimization process you follow?

Who does optimization in your organization?

Smaller companies (less than 500 employees) are less likely to have a documented/structured conversion optimization process compared to larger companies (more than 500 employees)

Does your team have a conversion optimization process you follow?

Smaller companies Larger companies

Yes, it is documented

or structured.

Yes, it is documented

or structured.

Yes, but it isn’t documented

or structured.

Yes, but it isn’t documented

or structured.

No. No.

Rate the usefulness (insights you get to take successful optimization decisions) of your team’s use of the following:

A/B Testing

Persuasion/Psychology

UX/Design

Copywriting

Digital Analytics

Personalization

Customer Surveys

Website Polls

Mouse Tracking

User Testing

Popular optimization job titles:● “Analyst”● “Conversion Optimizer”● “Conversion

Specialist/Consultant/Strategist”● “CRO Expert/Specialist”

“Digital Marketing Analyst/Specialist/Consultant”

● “Director of Optimization/Marketing”

● “E-commerce Manager/Specialist”

● “Growth Hacker/Head of Growth”

● “Marketer”, “Marketing Analyst/Manager”, “Online Marketer”

● “Optimizer”, “Optimization Strategist/Specialist”

● “Product Manager”● “Strategist”

“UX Analyst/Designer”● “Web Analyst/Strategist”

How often do you meet with others on your optimization team to discuss CRO?

Which metrics does your team use to track CRO success?Click-through rate, Conversion rate, Bounce rate, Revenue, Form fills/submissions, Google analytics, Leads/Lead generation, ROI, Sales, Signups,

Which of the following tests does your optimization team use?

192 said MVT53 said Bandit584 said A/B testing

Approximately how many tests does your team run a month?

How are CRO test results typically archived?

Results are archived in the testing tool

Results are not archived at all

Results are exported (full data and variation screenshots) and are kept in a central repository

Some other method

Use a dedicated testing workflow tool to archive results

How does your optimization team decide what to test?

Does your optimization team track the percentage of winning tests?

Does your optimization team track lift per successful experiment?

Does your optimization team have a standardized stopping point for A/B tests?

Are CRO test results shared across your team?

Popular testing tools:Optimizely

VWO

Google Analytics

Adobe Target

In-House tools

Maxymiser

Monetate

Convert.com

SiteSpect

Webtrends

Other tools

Most respondents (64%) do not implement any kind of web personalization

Most common personalization techniques:Location, traffic source, user-based, behavioral, weather-based, product recommendations, segment based

Popular optimization know-how sources:

Popular CRO training/conferences in 2015:

What does your team optimize?

Compared to 2015, how is conversion optimization prioritized in your organization in 2016?

Compared to 2015, how much budget will your team allocate to conversion optimization in 2016?

Companies who follow a conversion optimization process are increasing their conversion optimization budgets 3% more than companies who don’t follow a conversion optimization process.

Companies that follow a conversion optimization process:

Companies that don’t follow a conversion optimization process:

Compared to 2015, how much budget will your team allocate to conversion optimization in 2016?

Biggest optimization challenges:

Thank you!

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