Conversion optimization is a massive, critical, and fast-growing part of marketing tech, according to a new VB Insight study of almost 3,000 marketing technologists.
Of the 36 conversion optimization tools and companies studied, only two failed to generate substantial return on investment. And of the 2,938 marketers we surveyed, only five percent did not generate ROI. Average ROI was 223.7 percent — but 173 of the marketers we surveyed had enviable returns of over 1,000 percent.
That said, overall penetration among the “Fortune 30 million” is low, using data provided by Orb Intelligence, CRO-specific tools have only 2.93 percent penetration
Which tools are best?
“Optimizely continues to shine for A/B split testing,” Rogers said. “If you’re a small business and can stay within its free tier, it makes complete sense to stick with Optimizely as the product of choice, using GA and other measurement tools like Crazy Egg to see the results. But once you go above the free tier freshhold, it can get expensive. Of all the tools analyzed and studied, Visual Website Optimizer stands out as a real contender, and it also offers a more comprehensive multivariate testing capability.”
VB Insight “best bets” in five categories, which are further split according to the size of business:
- A/B split testing
- Multivariate testing
- Website, funnel, and mobile analytics
- User feedback, expert panels, concept testing, and surveys
Best bets in the first category, A/B split testing, include Optimizely, Visual Website Optimizer, and Unbounce for small and medium-size businesses, with Maxymiser and Qubit joining Optimizely for larger enterprises. Maxymiser, in fact, scored a perfect 100 out of 100 from users.
For the fourth category — website, funnel, and mobile analytics — Omniture, Mixpanel, and Google Analytics hold down the top spots.