Data Studies
Conversion studies on what websites give visitors to act on: booking tools, contact forms, calls to action, tap-to-call links, reviews, checkout options, pricing pages, and testing and analytics tools. Many go industry by industry through US small business websites found through Google Business Profiles, from dentists and plumbers to law firms and restaurants. Others use the public HTTP Archive crawl of 15.5 million websites, with popularity ranks from Google's Chrome UX Report, or the pricing pages of SaaS companies that rank in Google. Compare your own site against what we found.
36 studies · page 1 of 2 · Need help acting on them? See our CRO services.
68.1% of US small business websites have no contact form on their homepage or the two pages linked from it, leaving visitors to hunt for a way to get in touch. Where a form does exist, the typical one asks for 5 fields, one in six asks for 10 or more, and 42.7% of SaaS demo and contact forms ask for 7 or more.
35.4% of small business homepages show no button asking the visitor to book, call, get a quote, shop or make contact on the first screen, the part a desktop visitor sees before scrolling. 28.2% show no button of any kind.
70.4% of SaaS pricing pages offer a way to contact sales, request a quote or book a demo, including two thirds of the pages that also show prices. 16.9% of SaaS pricing pages show no price at all.
SaaS companies that state an annual-billing discount on their pricing page take 27% off on average for paying yearly, well above the roughly 17% that the common "two months free" rule of thumb implies. The median discount is 25%, across 16 pricing pages that put a number on it.
61% of SaaS pricing pages that show prices present their plans side by side with no plan marked as most popular, recommended or best value. Of the 39% that do highlight a plan, most use the exact words "Most popular."
36.3% of SaaS homepages ask visitors for neither a demo nor a free trial, the two standard ways a software company turns interest into a sales conversation or a user. And when a SaaS website does offer a free trial, 57.9% of the time it never says how long the trial lasts.
Microsoft's free heatmap and session recording tool, Clarity, runs on 3.25 times as many website homepages as Hotjar, up from 1.35 times two years earlier. Clarity now appears on 5.2% of websites after growing 27.9% in a year.
Only 3.2% of websites, 502,427 in all, load an A/B testing tool on their homepage, fewer than one in thirty. Adoption peaks at 8.2% among websites ranked 1,000 to 10,000 by popularity, and falls to 4.9% among the 1,000 most visited websites.
43.2% of B2B websites run a live chat widget on their homepage, nearly three times the 16.1% of all websites. Online stores follow at 21.7%, and the 1,000 most visited websites use live chat less than the rest of the web.
44.7% of Shopify stores do not show Shop Pay, Shopify's own one-click checkout, on their homepage. Across all 3.9 million online stores the share with Shop Pay is 10.3%, about one store in ten.
97% of online stores show no buy now, pay later option such as Klarna, Afterpay or Affirm on their homepage. Across seven retail categories, the stores with the biggest price tags mention payment plans least: 93% of electronics store websites never name a pay-later provider, against 76.5% of fashion store websites.
62.3% of US small business homepages show no customer reviews or testimonials, the proof from past customers that most buyers look for before they call. The gap between industries is wide: 74.3% of orthodontist homepages show reviews, against 11.4% of restaurant homepages.
97% of service business websites, from restaurants and hotels to dentists and auto shops, have no online booking or reservation tool built into their homepage. Restaurants lead at 10.1%, and automotive businesses trail at 0.4%, fewer than one auto shop website in 200.
72% of the landing pages that search ads send people to keep the full website menu, with 10 or more links to other pages on the site. 16% are stripped down to fewer than 5 links, the focused page that landing page advice recommends.
42.1% of US local business homepages have no tap-to-call link, so a visitor on a phone cannot call the business with one tap. Barber shops are the worst at 81.9% without one; orthodontists are the best at 11.6%.
Only 10.4% of online stores run a product review app on their homepage, against 37.4% of Shopify stores. Customer photo tools, Instagram feeds and affiliate programs are rarer still, each on about 2% of online stores or fewer, while 30.7% of online stores run the Meta Pixel to measure their social ads.
35.9% of small websites load no analytics tool and no tag manager, about 2.5 million sites whose owners cannot see how many people visit or what they do. Shopify stores are among the best measured, with 17.7% running no analytics.
21.7% of Shopify stores load Klaviyo, the email and text message marketing platform, on their homepage, more than four times the 4.9% rate across all online stores. Dedicated pop-up tools are rarer still: 97.7% of online stores run none on their homepage.
Online stores among the million most visited websites use a dedicated site search tool such as Algolia, Klevu or Doofinder 6.1% of the time, about 12 times the 0.5% rate of stores ranked outside the top 10 million. Across all online stores the rate is 1.3%.
Only 2.1% of online stores run personalization software, the tools that change products and offers for each shopper, on their homepage, about one store in fifty. Stores among the million most visited websites use it at 8.4%, four times that rate.
52.9% of US dentist websites offer no way to book an appointment online, so a new patient searching at night has to wait and call. The phone is the default instead: 80.7% of dentist websites have a tap-to-call link.
74.3% of US hair salon websites have no tap-to-call link, a phone number that dials when tapped on a mobile phone, even though 69.2% let clients book online. Salons have made booking easy for clients who know what they want, and harder for those who want to ask first.
72% of US plumber websites offer no way to book a job online, even for routine work like drain cleaning or a water heater service. The phone is the default instead: 75.1% of plumber websites have a tap-to-call link.
74.2% of US HVAC company websites offer no way to book service online, even for a seasonal tune-up. The phone is the default instead: 82.6% of HVAC websites have a tap-to-call link, and 56.5% offer tap-to-call with no online booking at all.
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