Ecommerce CRO & experimentation
Find where the buying journey leaks revenue, then prioritise what to test or fix.
CRO is not a prettier homepage. It is a structured review of behaviour, friction, product discovery, product certainty, basket and checkout with a backlog tied to measurable commercial outcomes.
The conversion system
Review the decisions customers make from landing page to payment.
Message & intent match
Do landing pages, campaigns and category entry points make the proposition obvious quickly enough?
Search, navigation & filters
Can customers narrow the range by the attributes they actually use to decide?
PDP confidence
Variants, imagery, specifications, reviews, delivery, returns, compatibility, stock and trust at the point of choice.
Commitment friction
Unexpected costs, delivery clarity, cross-sell, stock messaging and mobile usability before checkout.
Completion friction
Payment methods, form burden, validation, guest checkout, shipping logic and avoidable errors.
Know what changed
Validate analytics and define success metrics before turning opinions into development work.
Evidence + prioritisation
Build hypotheses, not a list of design preferences.
Establish the numbers
Conversion, revenue per visitor, funnel movement, device/category differences and tracking gaps.
Find friction
Combine analytics, journey review, customer questions, search/filter behaviour and operational evidence.
Impact × confidence × effort
Rank opportunities so development time is spent where there is a credible commercial case.
Test where testing is viable
Write hypotheses and success measures; use direct fixes where traffic does not justify an A/B test.
CRO is broader than A/B testing.
Low-traffic stores still benefit from structured conversion work. Where experiment volume is too low, the output becomes an evidence-led optimisation backlog instead of pretending statistical testing is appropriate.
Do you need a large amount of traffic?
Not for a CRO review. Higher traffic helps controlled experimentation, but lower-traffic stores can still prioritise evidence-led fixes and measurement improvements.
Will you redesign the whole store?
Only if the evidence supports it. CRO should reduce unnecessary rebuilds, not create them.
What data do you need?
Ideally analytics, ecommerce performance, key journeys, search/filter data and customer-service or operational evidence. The review can still start when measurement is incomplete.
Can our existing developer implement the backlog?
Yes. The deliverables are designed to hand to internal or external design/development teams.
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Related ecommerce expertise
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A clearer next move
Bring us the problem.
We’ll work out the route.
Tell Shahid what you want to improve. We can help you decide what needs changing, what is worth keeping and where to focus next.
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