Figures produced by Econsultancy found that 39 per cent of firms believe there is room for improvement with regards to the rates they currently achieve.

 

Those surveyed cited A/B testing as being the most valuable way of boosting their conversions, with the method being described as highly valuable by over half (53 per cent) of the businesses that took part.

 

However, agency-side respondents ranked A/B testing lower when questioned on the techniques that are the most effective, with user testing, customer journey analysis and cart abandonment analysis all ranking higher.

 

Econsultancy calculations also revealed that organisations are more likely to see their rates increase if they appoint an employee to handle conversion issues, something that 60 per cent of client-side participants claimed to do – a figure that fell to 48 per cent among agencies.

 

Earlier this month, research from Marketing Sherpa revealed that many search marketers employ analytics software to monitor analyst internet trends.

 

However, the use of such tools was less widespread among firms that target consumers with products or services, with 14 per cent of businesses in this category not utilising analytics software.