CRO · 12 September 2026
Conversion rate optimisation for e-commerce stores
Most stores don't need more traffic. They need fewer reasons for people to leave.
Before you spend another pound on ads, look at what happens after the click. A store converting at 1.2% that gets to 2% has effectively cut its acquisition cost by 40% without touching the media budget.
Start with the three pages that carry the money: the product page, the cart and the checkout. Record real sessions. You will usually find the same handful of problems — unclear delivery costs, a forced account step, product images that don't answer the obvious question, and a mobile layout that buries the buy button.
Fix the obvious friction first, then test the interesting ideas. Run one test at a time, give it enough traffic to mean something, and write down the result either way. Losing tests teach you as much as winning ones.