94% of Firms Say Their CRO Initiatives Have Increased Customer Satisfaction: Independent Study

PARIS and NEW YORK, June 19, 2018 /PRNewswire/ -- 94% of firms say their CRO (conversion rate optimization) initiatives have increased customer satisfaction, according to a commissioned study released today, Maximize Customer Value Through Strategic Conversion Rate Optimization, conducted by Forrester Consulting on behalf of AB Tasty. The study examines the organization, process, benefits and challenges surrounding how firms implement conversion rate optimization programs, with an eye to identifying forward-thinking firms that experience the highest ROI from these programs.

In April 2018, Forrester Consulting administered a survey to 163 user experience and CRO decision-makers in the United States, the United Kingdom and France from the financial services and/or insurance, media, retail and/or eCommerce, eServices, and travel and hospitality sectors. Respondents were asked to describe key aspects of their firms' CRO methodologies.

Forrester Consulting identified forward-thinking firms as those with a center of excellence team, (20% of all respondents), and/or those that follow a highly formalized process throughout their CRO program (23% of all respondents). These insights-driven firms reported better CRO results than their peers, including in average visitor value, lifetime customer value, average order value, site-based search conversion, time in app, search optimization, and registration.

Beyond business results, the study also revealed the impact of CRO programs on customer satisfaction: this was the metric firms most frequently cited as being improved, with 43% reporting customer satisfaction increased by 11% or more.

"The direct benefit of CRO programs on the customer experience supports an idea at the heart of AB Tasty - that building a strong business model begins and ends with the client," explained Alix de Sagazan, co-founder and CEO of the all-in-one CRO platform AB Tasty.

You can download the full study here.

About AB Tasty
AB Tasty is a complete tool for website and conversion rate optimization, personalization, user engagement, and A/B and MVT testing. We serve as your digital lab, equipped with everything you need to create experiments that will help you to better understand your users and customer journeys so that you can create the clearest and most engaging user experience possible, ensuring your website performs well and yields the maximum results.

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Nina Reschovsky
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