Several ways of improving conversions have been highlighted in a new report, although the general conclusion appears to be that assigning an individual to this practice is the best way to get results.

In a study of companies worldwide, Econsultancy found that the majority of businesses believe that A/B testing is the most profitable metric, with 53 per cent stating it to be highly valuable.

The research also revealed that 39 per cent of respondents admit they are not satisfied with their conversion rates, suggesting that changes need to be implemented in order to reverse this.

However, it was discovered that some agency-side participants are unaware of what their clients thinks regarding the best methods for enhancing conversion rates.

The organisation further noted that online PR firms and others are over twice as likely to see improvements in this area if an employee is "directly responsible for conversion".

Earlier this month, a new internet audience planning system to help marketers was launched, which gives them a platform to direct their campaigns at specific consumers.

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