Guide

The E-commerce Conversion Optimisation Playbook

Optimization & Maintenance17 June 202615 pages

What you'll learn in this guide.

A working framework rather than a list of tips. It covers what to measure and why site-wide conversion rate is the least useful number you have, how to diagnose the reasons behind the drop-off using evidence you can gather in a week, the documented fixes that need no test at all, and how to work out whether your traffic can resolve an A/B test before you run one. Built for store owners, marketing managers and product teams who have plateaued and want to know where to spend the next month.

Which six numbers to baseline, and why conversion rate by channel and device beats the site-wide figure
The five diagnostic sources that explain why customers leave, all of them cheap
The eight documented reasons people abandon carts, and the seven fixes that address them
How to cut a checkout to eight form fields without losing data anyone actually uses
The sample-size maths that tells you what your traffic can and cannot detect in a test
How to stop hard-won conversion gains leaking back out over the following year

Inside the guide

Introduction: why most CRO programmes stall
Stage 1 — Measure: an honest baseline and the benchmarks worth knowing
Stage 2 — Diagnose: five sources that explain the drop-off
Stage 3 — Remediate: the seven fixes that need no test
Stage 4 — Experiment: what your traffic can actually resolve
Stage 5 — Institutionalise: stopping the gains leaking back out
Appendix A — The 30-point audit checklist
Appendix B — The prioritisation grid

The five-stage sequence we use to turn traffic a store already has into revenue it does not.

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