15 of the Best Conversion Rate Optimization Statistics

Here are 15 statistics that clearly demonstrate the power of strategic conversion rate optimization (CRO). By analysing these data points, you’ll gain actionable insights into the methods that have proven successful for other businesses in achieving significant conversion growth.

CRO Statistics to Benchmark Your Site

A typical website converts fewer than 2 in every 100 visitors, but the average B2B conversion rate varies greatly depending on the industry.

Understanding how other websites in your sector perform can give you a crucial benchmark for your own conversion rate and highlight areas for potential improvement.

Average conversion rate by B2B industry:

It’s worth remember that these averages can be misleading. That’s because they often combine both macro and micro conversions. That means the same weight is given to a micro conversion, like watching a video or downloading a whitepaper, as a macro conversion, like completing a purchase or booking a demo.

More Conversion Rate Optimization Statistics

Let’s dive into some specific CRO statistics that can spark ideas for your own testing and optimization efforts.

We’ve grouped these by outcome to make them easier to digest.

Driving CTA Click Conversions

One of the most important parts of your website is your call to action (CTA). Optimizing your CTAs can transform the number of conversions you get, which is why it’s such a big area of focus for CRO.

• B2B buyer intelligence platform TrustRadius was able to double click-through rates from CTAs by changing their design*. They previously put CTAs in a banner, but users would scroll past before they had a chance to click on it. Instead, they made their CTA a sticky button in a static header that never leaves the top of the user’s screen and their click through rates increased 100%.
• Video platform Willo increased conversions by over 50% when they redesigned their homepage to focus only on one CTA. They previously had multiple CTAs on their homepage, but they stripped back the design to offer people just one option, which was to book a demo. They also worked with Webeo to deliver a personalized experience to users in the education sector. The two combined changes saw a 57% increase in conversions.
• B2B software company SelectHub increased purchase conversions by 13.47% by redesigning their CTA buttons and making their content easily scannable and consumable. They added features like section tabs for their overview, pricing, benefit details, which helped visitors to find useful information.
• Enhance Insurance, a medical aesthetics insurance provider in the UK saw a 138% uplift in conversions, growing its landing page conversion rate to 18.69%, by adding more CTA buttons above the fold. They also optimized the button wording to suit its target audience, which motivated users to contact them.
• Student engagement platform Orah saw 63.27% increase in clicks to request a demo. Their website used to be difficult to navigate for first time users, but by streamlining the menu they made it easier for people to find the most important information – including how to request a demo. They also tweaked their website copy by including more industry terms and moved testimonials to the top of the page, which helped significantly increase clicks.

Encouraging More Form Completions

If you’re looking for more valuable leads, optimizing your forms can help you find them. Every submitted form represents a direct opportunity for conversion, moving potential clients further down the sales funnel and ultimately contributing to your bottom line. By making your forms more user-friendly and encouraging more completions, you unlock a direct pathway to increased conversions.

• Kommunicate an AI-Powered Customer Service Automation Platform 25% more clicks on their free trial button after removing an unnecessary email address field from their CTA. By focusing on the essential conversion, which was button clicks, they were able to get more people to click through.
• Cybersecurity firm Tenable added chatbots with hooks that were relevant to specific pages, which helped to point the user in the right direction. Over the course of the year, the team delivered qualified leads to sales 3x faster than before.
• Workforce management software company Hubstaff tested a new homepage design that they hoped would improve the number of people who started a trial or created an account. The new version featured a revamped navigation, a stronger message, new logos of existing clients and a different image. As a result, the hero form submission conversion rate went conversion rate went up by 34%. 

Growing Sign-up Conversions

Growing sign-up conversions is essential if you want to nurture your leads with email marketing. Each new sign-up represents a valuable opportunity to connect with potential customers, nurture relationships, and ultimately drive future conversions. By encouraging more sign-ups, you’re actively building an engaged audience that can fuel your long-term growth.

• The premium kitchen tool website Yuppiechef tested removing the navigation from a landing page and sign up conversion rates double from 3% to 6%. They worked with digital optimization company VWO to double conversions with a simple change.
• Calendly a scheduling automation platform saw a 30% improvement in sign up conversions* after they tested and refined the layout and fields of their forms using Optimizely. They found that this change, combined with more effective value propositions and messaging, saw a third more people sign up.
• B2B food delivery service Just Eat increased onsite conversions by 811% They worked with B2B personalization SaaS agency Webeo to identify which visitors were from the tech sector and serve them bespoke pages that served personalized messaging.
• The e-signature platform DocuSign stripped back non-essential fields and streamlined the user journey to encourage more sign-ups from its growing mobile audience. After testing multiple variations with Optimizely, the winning combination saw a 35% increase in form completion rates*.
• Video communications platform Zoom saw an uplift in conversions on its pricing pages after experimenting with how its plan features were presented. It used Optimizely to also test different layouts and information hierarchies, with the winning version generating 10% more conversions*.

Improving Online Revenue

If you can drive more revenue from your current website visitors, you’ll grow your return on investment and boost your cash flow. Plus, more seamless conversions can shorten the sales cycle and help you close more sales in the same amount of time.

• Marketing automation platform Mailchimp generated millions of additional revenue* without compromising the appeal of their ‘forever free’ plan. Previously, users were so satisfied with the free version that they weren’t exploring or signing up for paid plans. They added a modal panel on their sign-up flow that encouraged users to update to paid plans and enhanced the features of each plan. They used Optimizely to A/B test this, and the winning version added millions of revenue to their bottom line.
• Social media management tool Planoly saw a 38% increase in revenue after redesigning its pricing page. They added a heading to emphasize pricing plan benefits, highlighted the discount on the annual plan with savings expressed in dollars, and added contrasting colors. In collaboration with VWO, the project also saw a 24% increase in average order value and 75% more clicks for its most premium package.

* Source: Optimizely’s Big Book of Experimentation Case Studies.

Get More CRO Tips From Our New eBook

Want to take your conversion rate optimization to the next level? Our new eBook is packed with actionable strategies, in-depth guides, and even more insightful statistics to help you turn more visitors into valuable leads and customers. Download your free copy today and start unlocking your website’s full potential!