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Conversion rate optimization strategically improves your website to turn visitors into buyers—and the stats don’t lie.
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You can spend hours (days, weeks even) designing the perfect landing page for your product launch, but that effort only matters if all those visitors actually take action. If they bounce, what’s the point? Conversion rate optimization is the science of strategically improving your website to turn more visits into conversions.
The average ecommerce conversion rate falls between 2.5% and 3%. But even with minor tweaks to your copy, layout, or other elements, you can boost this number.
If you need more convincing, delving into conversion rate optimization statistics can reveal how much potential there is to increase conversions. Here’s how CRO can unlock new opportunities for your business.
Table of contents
CRO is the process of transforming potential customers into qualified leads or paying customers. Here are some essential CRO statistics that highlight the power of this digital marketing strategy:
The average website conversion rate varies widely depending on the industry. For example, the highest average conversion rate for a furniture store (where occasional purchases are made) will be very different from that of a company that sells snacks (a regular purchase). To set yourself up for success, compare your rate to the benchmark in your industry.
In the first quarter of 2024, the average conversion rates were:
For ecommerce sites, technical improvements can lead to upticks in conversions:
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Building dedicated landing pages is a tried-and-true method for generating conversions. Landing pages are standalone web pages potential customers arrive at after clicking a marketing campaign asset. They typically include a headline, a subheading with a clear value proposition, a hero image or video, and a call-to-action button.
The data shows that using landing pages improves conversion rates, and it also reveals how small tweaks implemented via A/B testing can make them even more effective. Consider these landing page conversion statistics:
As of 2023, mobile accounted for approximately half of web traffic worldwide, so optimizing for smartphones and tablets is critical. This is especially true for ecommerce stores—72% of all ecommerce sales came from mobile devices, and the mobile ecommerce share will likely reach approximately 88% by 2027.
Here are a few conversion rate statistics to underscore the significance of mobile optimization:
CRO isn’t a one-time fix. It’s an ongoing process where you adapt to new technologies, trends, and consumer preferences. Businesses optimizing for consumer preferences, in particular, are seeing large returns on their investments. Personalized messaging, for example, results in 50% better customer re-engagement and 21% more sales conversions.
Businesses leverage CRO tools to maximize these conversions and raise the value of existing website traffic. For example, Stikky, a software-as-a-service company building premium mobile experiences exclusively for Shopify merchants, found that investing in its infrastructure and implementing Shopify’s checkout sheet kit (a checkout system for iOS and Android that is customizable and easy to maintain) boosted conversions by 15%.
Surprising CRO statistics show that small changes can have a big impact. Even a 1% increase in conversion rates can significantly boost revenue. For example, improving website load time by just a second can increase conversions by up to 7%. Leveraging these insights helps refinde digital marketing strategies for better results.
Calculate your conversion rate (the percentage of website visitors who take a desired action) by dividing the number of conversions by the total number of website visitors within a specific timeframe. Multiply this result by 100 to express it as a percentage. For example, if you had 100 website visitors and five purchases last week, your conversion rate was 5%.
CRO tells you how well your website converts visitors into paying customers or qualified leads. It measures the percentage of website visitors who take a desired action, like making a purchase, signing up for a newsletter, or downloading a file.
A good conversion rate depends on your industry and goals. For example, within ecommerce, general apparel tends to have an average conversion rate of about 2% and luxury handbags sit at 0.3%. Generally, a conversion rate between 2.5% and 3.5% is ideal.
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