Conversion work that is evidence, not opinion
Conversion optimisation has a reputation for A/B tests and button colours, which is unfortunate, because most stores have double-digit losses sitting in plain sight that no test is needed to find.
Start with the funnel you already have. Testing is for when the obvious work is done.
Find the loss before choosing a fix#
- Instrument every step: product view, add to cart, cart view, checkout start, payment, confirmation.
- Split by device. The desktop funnel usually looks fine and hides a mobile disaster.
- Look at the largest single drop between adjacent steps. That is your work order.
- Watch ten session recordings of people who dropped there before forming a theory.
- Fix, measure the same step for two weeks, then move to the next one.
What usually moves the number#
| Change | Typical effect | Effort |
|---|---|---|
| Show delivery cost and date earlier | Large | Low |
| Add guest checkout | Large | Low to medium |
| Fix mobile page speed and layout shift | Medium to large | Medium |
| Add the payment method your market expects | Medium to large | Medium |
| Better product images with scale | Medium | Low |
| Change button colour | Negligible | Low |
When testing is worth it#
A/B testing needs traffic. Below roughly a few hundred conversions per variant per month, most tests cannot separate a real effect from noise, and running them anyway produces confident nonsense.
Under that threshold, ship the change, measure the step for a fortnight and compare against the same period last year.
The reviews and returns loop#
Two of the strongest conversion inputs are not on the page at all: honest reviews and a return policy the buyer believes. Both are operational commitments before they are page elements.
Frequently asked questions
What is a good conversion rate?
Yours, last quarter. Cross-industry averages hide category, price point and traffic mix.
How much traffic do I need to A/B test?
Enough for a few hundred conversions per variant per month. Below that, ship and measure the step.
Where do most stores lose the most?
Between cart and payment on mobile, usually because of shipping cost or registration.
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