Exploring the World of Ecommerce, A/B Testing and Personalisation - Insights from an Experienced Leader

Category: Conversion Rate Optimisation

Why Even Experts Need Help with Ecommerce Optimisation

As an e-commerce professional with years of experience, it’s easy to assume that you have all the necessary skills and knowledge to handle every aspect of your business. However, the reality is that there are always areas where you can improve, and seeking out assistance and guidance from others can be a game-changer for your business. In this article, we’ll explore the common misconception that expertise in a particular area means that one can handle everything related to it, and why even ecommerce experts should seek help with ecommerce optimisation.

It’s important to understand that the ecommerce landscape is constantly changing, and what worked yesterday may not work today. Keeping up with the latest trends, best practices, and technologies is a full-time job in itself, and trying to handle everything on your own can lead to burnout and suboptimal results. Moreover, ecommerce is a complex ecosystem that involves a variety of disciplines, including marketing, web development, user experience, logistics, and customer service. Unless you have a team of experts in all these areas, it’s unlikely that you can handle everything on your own.

One of the main reasons why experts need help with ecommerce optimisation is that it’s easy to get stuck in one’s own perspective and biases. When you’ve been working on something for a long time, you may develop blind spots and assumptions that limit your creativity and innovation. This is where an outsider’s perspective can be invaluable, as they can bring fresh ideas and insights that you may have never considered. By collaborating with other professionals in your field, you can gain new perspectives and identify opportunities for growth and improvement.

Another reason why even ecommerce experts need help with ecommerce optimisation is that it’s easy to get overwhelmed by the amount of data and information available. With so many metrics to track and analyse, it’s easy to lose sight of the big picture and get bogged down in details that don’t matter. This is where having a data-driven approach and the right tools can make a huge difference. By using analytics tools and working with data analysts, you can identify patterns and trends that you may have missed, and use that information to optimise your ecommerce operations.

It’s worth noting that seeking help with ecommerce optimisation doesn’t mean that you’re not competent or capable. On the contrary, it’s a sign of strength and humility to recognise your limitations and seek out the expertise of others. No one can be an expert in everything, and there’s no shame in asking for help when you need it. By surrounding yourself with a team of professionals who complement your skills and knowledge, you can create a powerful force that can take your ecommerce business to the next level.

In conclusion, ecommerce optimisation is a complex and ever-changing field that requires a diverse set of skills and knowledge. Even ecommerce experts can benefit from seeking out assistance and guidance from others, as this can help them overcome blind spots, gain new perspectives, and optimise their operations based on data-driven insights. By being open to collaboration and recognising your limitations, you can create a powerful team that can help you achieve your ecommerce goals.

Share this now:

How to Prioritise CRO a/b Tests

Greetings ecommerce professionals! Today we’re going to jump into the world of Conversion Rate Optimisation (CRO) and A/B testing. You’re busy people, so we’ll show you how to prioritise your A/B test changes based on their potential commercial impact and the effort required to implement them and also equip you with some practical examples. So, let’s dive in and get down to business!

If it’s your first time here, you may be thinking what is CRO? CRO is the process of optimising your website to improve the chances of visitors taking a desired action, like buying a product, signing up for a newsletter or booking a service. AB testing is a way to compare two versions of a webpage or element to see which one performs better.

Now, let’s explore how to prioritise your A/B test changes:

  • Brainstorm potential changes: Start by brainstorming all the possible changes you could make to your website to improve your conversion rate or goal metric. For example, tweaking your headline, adjusting your pricing strategy, or simplifying your checkout process.
  • Estimate potential impact: Consider the potential impact that each change could have on your goal metric. For example, tweaking your headline to make it more attention-grabbing could have a big impact on your website’s performance.
  • Estimate effort required: Consider the effort and resources required to implement each change. For instance, simplifying your checkout process may require significant changes to your website’s backend, while tweaking your headline could be as simple as updating a few lines of code.
  • Prioritise changes: Finally, prioritise your changes by comparing their potential impact against the effort required. Focus on changes that are likely to have the greatest impact with the least amount of effort.

But wait, there’s more!

  • Consider user experience: Improving your users’ experience can have a significant impact on your conversion rate. For instance, adding a live chat option to your website may improve your customer service and increase your sales.
  • Don’t overlook the small stuff: Small changes can have a big impact on your conversion rate. For instance, changing the colour of your “add to basket” button or adding social proof can be a quick and easy fix that can lead to higher conversions. Try not to overthink it!
  • Test and iterate: Testing multiple changes at once can be tempting, but it’s important to test each change separately so you can measure its impact. By testing, learning and iterating, you can gradually improve your website’s performance and continue to optimise over time.

Remember, CRO is not a one-and-done process. It’s an ongoing effort to improve your website’s performance and visitors’ experience. So, don’t be afraid to try new things, learn from your results, and keep iterating until you achieve the results you want.

That’s it for now, ecommerce pros. Go forth and optimise your website like a pro. And remember, don’t be afraid to ask for help or feedback from your colleagues or customers. Happy CRoptimising!

Share this now:

The Ultimate Framework for Conversion Rate Optimisation: A Comprehensive Guide for Ecommerce Professionals

Are you an ecommerce professional looking to boost your online sales? If so, you need to focus on conversion rate optimisation (CRO). In simple terms, CRO is the process of increasing the percentage of website visitors who take a desired action, such as making a purchase or filling out a contact form. In this article, we will provide you with a comprehensive framework for CRO, including a methodology, approach, strategy, tactics, KPIs, metrics, data points, and a maturity model. We’ll also brainstorm some additional data point categories that you may not have thought of before. So, let’s get into it!


The CRO methodology uses a systematic approach to find and address problems that are preventing visitors from converting. The key steps include:

  • Define the problem: Identify the problem areas on your website or landing page that are preventing your visitors from converting.
  • Gather data: Collect data using tools like Google Analytics, heatmaps, and user feedback surveys to understand your visitors’ behaviour.
  • Analyse data: Analyse the data to identify patterns and trends that may be contributing to the problem.
  • Develop hypotheses: Based on the data, develop hypotheses about the changes that can be made to improve the conversion rate.
  • Test hypotheses: Conduct A/B testing to validate the hypotheses.
  • Implement changes: Implement the changes that have been validated through testing.


A customer-centric strategy to CRO places a strong emphasis on comprehending the needs, wants and behaviours of your target market. The essential stages comprise:

  • Identify your intended market: Determine the essential characteristics of your target market, including their demographics, interests, and behaviours.
  • Map the customer journey: Map the customer journey from awareness to conversion to identify your CRO opportunities and visitor pain points.
  • Analyse customer feedback: Gather feedback from customers through surveys, speaking to your customer service representatives and reviews to understand their needs and pain points.
  • Optimise the user experience: Optimise the user experience by simplifying navigation, improving page load times, and making it easy for visitors to find what they’re looking for.


The strategy for CRO involves a long-term plan for continuous improvement. The key stages include:

Set goals: Set measurable goals for your conversion rate, such as increasing it by 1 percentage point over the next six months.

Prioritise changes: Prioritise changes based on their potential impact on the conversion rate and the effort required to implement them.

Test and learn: Continuously test and learn from the changes made to improve the conversion rate or goal metric.

Monitor and optimise: Monitor the conversion rate and optimise the website or landing page based on the data collected.


The tactics for CRO involve specific steps that can be taken to improve the conversion rate or goal metric. The key tactics include:

  • Improve page load times: To lower bounce rates (and improve your SEO ratings), make sure your website or landing page loads quickly.
  • Simplify navigation: Make it easy for visitors to find what they’re looking for by simplifying navigation.
  • Use clear calls to action: Use clear and concise calls to action to encourage visitors to take the desired action.
  • Optimise the checkout process: Simplify the checkout process to reduce your cart abandonment rates.

KPIs and Metrics

The KPIs and metrics for CRO include the following:

  • Conversion rate: The percentage of visitors who take the desired action such as make a purchase or complete a form submission.
  • Bounce rate: The percentage of visitors who hit the back button in their browser and leave your website or landing page without taking any action.
  • Cart abandonment rate: The percentage of visitors who add items to their shopping basket but do not complete the checkout process within the session.
  • Average order value: The average value of each order placed on your website.

So there we have it, we provided a comprehensive framework for Conversion Rate Optimisation (CRO) for ecommerce websites. We started by explaining the methodology, approach, strategy, tactics, KPIs, metrics, data points, and maturity model for CRO. We then provided examples and tips to make it easy for our readers to implement the framework. Additionally, we brainstormed some novel data point categories to challenge the reader to think outside of the box. Overall, this article aimed to provide a comprehensive guide to help ecommerce professionals boost their online sales through effective CRO techniques.

Share this now:

© 2024 Knutton