eCommerce UX & CRO Optimisation

Conversion Rate Optimisation (CRO) is the process of increasing the percentage of your visitors who complete a purchase. It works by analysing how visitors behave on your store — through analytics, heatmaps, and session recordings — identifying why they leave without buying, and making targeted, evidence-based changes that improve those specific drop-off points.

A/B tests require enough traffic to reach statistical significance in a reasonable timeframe — typically several hundred sessions per page per week. For lower-traffic stores, we focus on qualitative analysis and direct UX improvements rather than formal A/B testing until traffic grows sufficiently.

We use Google Analytics 4 for funnel and behaviour data, Google Tag Manager for event tracking, Hotjar for heatmaps and session recordings, and appropriate A/B testing tools for your platform. Everything is configured in your own accounts so you retain full access to the data.

Basket abandonment happens when a visitor adds products to their cart but doesn't complete the purchase. Common causes include unexpected delivery costs revealed late in checkout, a lengthy or confusing form, limited payment options, lack of trust signals near the payment step, and forced account creation. We audit each of these and implement targeted fixes — sometimes alongside a basket abandonment email sequence.

Yes. We have platform-specific CRO knowledge for both Shopify and WooCommerce, including which checkout elements can be modified within each platform's constraints. Shopify's checkout is more restricted at standard plan level; Shopify Plus and WooCommerce offer more flexibility for checkout customisation.

A redesign changes the structure and visual design of your store — it's a significant one-time investment addressing foundational UX problems. CRO is an iterative testing programme that identifies and improves specific conversion problems through data and experimentation, often without major visual changes. Redesign fixes structural problems; CRO refines the details and continues improving performance after launch.

Yes. Product pages are typically one of the highest-priority areas for CRO testing — small changes to image layout, CTA copy, price positioning, review display, and trust signals can meaningfully affect add-to-cart rates. We test these in a structured way with clear success metrics and statistical significance requirements.

The most impactful trust signals vary by product and price point, but typically include verified product reviews near the buy button, a clear returns and refund policy, delivery timeframes shown before checkout, security badges near the payment step, and recognisable payment method logos. We audit which of these are missing or poorly positioned on your store.

An initial audit and first round of improvements typically take 2–3 weeks. A/B test durations depend on your traffic volume — usually 2–4 weeks per test to reach statistical significance. Most clients see measurable improvement within the first 60–90 days of a structured CRO programme.

CRO extends beyond your website. We advise on basket abandonment email sequences and flows — including timing, copy, and incentive structure — that recover a proportion of visitors who have already shown purchase intent. These are typically implemented alongside the on-site CRO work.