Ecommerce Conversion Rate Optimization (CRO): 15 Strategies, Checklist & Experimentation Playbook
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Let’s get two things out of the way.
First, there’s no such thing as a “good” conversion rate.
If you’re here looking for ecommerce conversion rate benchmarks, you won’t find them. CRO is about identifying + improving the metrics that make your business more profitable. Not arbitrary standards.
Second, “test everything” is terrible advice.
It’s costly, ineffective, and arrogant. While your business is unique, people aren’t. We click or don’t click — buy or don’t buy — based on universal instincts conditioned by decades of online shopping.
Where does that leave us?
Exactly where we should be. Ready to learn from the best in DTC and deploy an experimentation framework aimed at asymmetric bets. To do that …
We’ll answer three questions and explore 15 strategies backed by +50 proven examples.
Sound overwhelming? Don’t worry.
We’ve boiled down everything this exhaustive guide contains into a …
Part 1: Definitions
In its most narrow sense, “conversion rate” refers to the percentage of total visitors who complete a purchase. Shopify calls this your “online store conversion rate”; Google Analytics (GA4) uses the phrase “purchase key event rate.”
Unfortunately, neither of those definitions help to improve performance.
Instead, we need to broaden our scope to include every step in the journey toward purchase … before narrowing in on the purchase itself.
Ecommerce conversion rate optimization (CRO) is the process of improving one or more predetermined metrics — actions + outcomes — in your online business.
That definition leaves a lot of wiggle room, as it should. A conversion is nothing more than an action that leads to an outcome. Where there isn’t wiggle room is the velocity and rigor with which you approach CRO.
The pillars of good testing rest upon …
Speed of implementation and rigorous analytics unlock CRO. Real results — i.e., meaningful data backed by statistical significance — only come from following strict practices.
However, you don’t always need to know exactly why something is performing better. There’s great merit in following the best practices of other brands before investing the energy to test new tactics of your own.
For the experiments you prioritize, three types lead the way.
A/B testing is the process of comparing a single change on your predetermined conversion metrics. Two versions of one variable: e.g., a headline, product name, call-to-action, etc.
For example, when testing different types of social proof, variant A might display a brand-focused review from a publication; variant B, a product-focused review from a customer.
By dividing traffic between them, whichever delivers higher product-page (PDP) clickthrough or add-to-cart (ATC) rates would be deemed the winner.
Split testing compares distinct versions of a destination.
It requires multiple variants on a single page or separate pages entirely as well as measuring bigger picture outcomes: e.g., purchase rate (CVR), average order value (AOV), etc.
Destination A could be an advertorial — educating visitors on multiple benefits. Destination B, a product-centric layout — concentrating a single value proposition. Each would have its own URL, and traffic would be split to determine the winner.
Holdout testing measures the incremental effect of a distribution channel or campaign. It introduces a new marketing effort to one segment of your audience and compares that effort against a control group where the addition is withheld.
Effective holdout testing requires careful audience segmentation, sufficient sample sizes for statistical significance, and the ability to isolate the impact of the tested variable from other factors — namely, results that would not have occurred otherwise.
For instance, to determine the incrementality of a new advertising channel, you’d isolate a specific geography, divide it into two audiences, expose Group A (Treatment) to the new channel while withholding it from Group B (Holdout).
It’s human to attribute meaning to random patterns.
Rushing to conclusions based on early results can lead to false positives. A variant may win after a day or two, only for the results to even out or reverse.
Statistical significance tells you whether the difference is real or due to chance. Sample size and the delta in results combine to calculate a p-value (probability) with 0.95 or 95% being standard.
We’ve run thousands of tests here at FERMÀT for hundreds of brands.
More than half come back inconclusive.
Not enough DTC experts talk about this reality. Some of the tests you’re most confident in won’t yield any statistically significant results. That’s okay. The point of experimentation isn’t to beat business-as-usual (BAU) performance; it’s to learn.
Even an inconclusive test teaches you something — that you need to take aim at larger opportunities and bigger swings.
Part 2: Metrics
Because “conversion rate” can mean anything, identifying the predetermined metrics that impact your ecommerce business matters immensely.
Nearly all online funnels follow the same path:
The goal is to “thicken” your funnel as much as possible, driving more people further along each step.
The percentage of people who enter your online funnel (number of page views) and leave without taking action — visitors who “did nothing.” Bounce rate indicates (1) the quality of your traffic sources and (2) the relevance of your content.
Visitors that arrive on a non-product lander and click through to the product description page (PDP). Viewed product rate reflects the effectiveness of your landing page to generate interest and the initial appeal of your product + offer.
In order to keep bounce rates low and PDP views high, Carnivore Snax tightly aligns its ad creative with its landing pages and hero products.
These through-lines establish unmistakable relevance between the ad-click and post-click — even more, the offer of 10% off + free shipping for orders over $125 is repeated throughout.
The percentage of shoppers who add a product or products to their cart. ATC combines the persuasiveness of your PDPs, the clarity of your calls-to-action, and the alignment between your offer + your website visitors’ intents or needs.
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Visitors that advance from cart to checkout — the smallest step in ecommerce, though often the most frustrating. Checkouts initiated rest on either the consideration length of your products or the perceived value of their cost.
Cosmetics brand U Beauty drives shoppers through its PDPs to cart to checkout by highlighting physical, personal, and financial value:
The number of completed purchases divided by the total number page views. Here, we’ve arrived at the narrow definition of ecommerce conversion rate. CVR reveals the sum of every step that proceeds it, both mathematically and tactically.
It’s not only important how many people buy, but also how much they spend. Similar to checkouts initiated, AOV indicates perceived value writ large — that customers (rather than mere shoppers) believe your products are worth more than their prices.
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The tricky thing is that you might have an “AOV” of $50 with very few $50 orders actually existing. An AOV histogram divides your purchases into the most-frequent order values. Knowing this will shape a number of the strategies in our checklist.
Also known as revenue per visitor (RPV) or revenue per user (RPU), how much money do you make every time someone enters your funnel? RPS is the great equalizer of CRO because it normalizes the inverse relationship between CVR and AOV.
Typically, the higher your AOV, the lower your conversion rate. The lower your AOV, the higher your conversion rate.
To reflect this inverse relationship, another way to calculate RPS is AOV x CVR.
Southern Scholar maximizes RPS — accelerating conversions while increasing AOV — by sending paid social-media traffic to a variety of bundle-only pages.
Kitted through FERMÀT, each SKU remains a separate product in Shopify. This means bundles can be built and rebuilt easily for colors, seasons, and quantities.
You can’t wait a “lifetime” for LTV. Especially for inventory-intensive businesses like ecommerce. It’s crucial to measure your LTV in timeframes anchored to your cash-flow constraints — 30–90 days and one-year windows.
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First-product purchased is the most important segmentation for LTV, including subscriptions versus non-subscriptions (if that’s something you offer). This has a massive impact and is extremely indicative of the customer’s LTV over the next 30 to 90 to 365 days.
How much does your customer’s value increase after the first purchase within those time frames?
Raw dollars is simply a matter of tracking the same cohort across a specific time window: $100k in month one + $25k in month two + $15k in month three = $140k.
With enough historical data, you can determine your LTV multiplier. Dividing your total 90-day LTV by the number of customers in the cohort calculates the difference between their individual 90-day value versus their first-purchase.
Using the same numbers, $140k 90-day LTV ÷ 1k customers in the cohort = $140. If their first-purchase AOV was $100, that’s a $40 increase. In other words, customers increase in value 1.4x (or +40%) within 90 days.
Every DTC brand should be optimizing for a single question: “How much money do you get to keep at the end of the day?” That’s what contribution margin (as a percentage) and profit (as dollars) are about. And it’s important to consider as a nuance to RPS.
Specifically, contribution profit — net sales minus all variable costs — because you can’t run payroll, order inventory, or pay rent with a percentage.
Part 3: Strategies
The fastest way to improve the conversion rate of your ecommerce store isn’t through testing. It’s by doing what other great brands have already proven works.
Only after that should you prioritize your own experimentation playbook built around asymmetric opportunities anchored in the metrics that drive profitable growth.
At FERMÀT, we love the word “congruent” because it’s been the single biggest needle mover for increasing conversions.
Congruence means seamless — matching your ad directly to the post-click experience. One offer throughout the funnel, targeted at a single audience, with creative alignment from ad to checkout.
Incongruence is jarring. Worse, it destroys momentum. The power of a click evaporates when there’s a mismatch between the look, feel, and content of your ad … and what happens next.
It’s especially destructive when someone has to hunt for the ad’s product or offer.
True Classic exemplifies congruence.
A bundle-and-save ad to a bundle-and-save landing page — featuring bundles as the hero product, an on-page collection of “buy more, save more,” and (of course) bundles within the cart.
Notice the congruence?
The same message, the same offer, even the same video creative.
Its “Try Before You Buy” campaign does likewise. Multiple ad creatives with an introductory offer matched one-for-one with the landing page and product.
In contrast, Laura Geller Beauty goes in the opposite direction. Three different products from three different ads followed by three different landing pages … each in lock step with the product, creative, and offer.
Does the landing page match the look, feel, and emotion of the ad?
Is the ad’s audience clearly reflected in the post-click experience?
Are the ad’s products and prices immediately available on the page?
In new-customer acquisition, personalization isn’t about {first.name} and {last.name}. Nor should it major on recently viewed products. After all, at the top of the funnel, you don’t have that information.
What you do have is creative diversity built to attract diverse shoppers, each with different problems in search of different solutions.
That’s the key to personalized value propositions …
Much like True Classic, Fresh Clean Threads’ core audience is men. However, it also has an expanding women’s line as well as female shoppers buying for men. To reach and convert those audiences, the brand matches the value propositions of its ads to the value propositions of its conversion funnels.
For health and wellness brand ARMRA, value propositions come alive through the different problems its audiences face matched with the different solutions its product solves: (1) aging skin, (2) bloating (3) thinning hair.
Does the ad and landing page have a single, well-defined persona?
Is the target audience’s problem clearly + emotionally presented?
Is your product’s solution to your audience’s problem front & center?
For all the metrics presented above, only one equation makes people buy.
Product > Price = Purchase
When the perceived value of what someone’s getting (product) is worth more than what it costs to get it (price) … shoppers become customers (purchase).
Your offer represents that equation. It includes, but isn’t limited to, deals and discounts.
What’s more, combining different offer types creates powerful CRO wins — as long as you anchor the cost in something of greater value.
For instance, True Classic’s offer anchors itself in greater savings for larger packs: “Buy More, Save More.” On the lander, the collection opens with a single shirt at full price … and ends with 52% off the 9-pack: $129 vs $269.
ARMRA, on the other hand, presents a single offer — 30% off your first subscription — in the ad’s CTA, throughout the landing page, and in the buy box where it anchors the cost against a one-time purchase.
LIVFRESH’s core offer for five packs of premium toothpaste is an absolute masterpiece in product (value) over price (cost):
To preserve brand value, LIVFRESH justifies the discounts in its ads and landing page (1) as helping new shoppers try the premium product and (2) as part of seasonal sales — Black Friday, the holidays, New Year’s, etc.
Is the price anchored in a cost greater than the product(s) itself?
Are the benefits framed in emotional, physical, and financial terms?
If a discount appears, is a justification presented to maintain value?
Any page can be a landing page as long as it’s the first page someone sees.
Only within a conversion funnel do they take on a more specialized focus — the first owned user experience targeted traffic has of your online store.
Not all ecommerce landing pages are created equal. Business as usual (BAU) collections or PDPs perform well for direct traffic, bottom-of-the-funnel shoppers, and existing customers
For new customers, every DTC brand needs to hone three structured types.
First, advertorials are long-form, text-centric landing pages.
Adapt Naturals’ title reads like the headline of a news article. Then it teaches you about the product at length with CTAs throughout. Advertorials work best with products that require education to increase the perceived value.
Supplements have flooded the market. As a result, many people are wary about which to take and who to buy from. Advertorials give you time to build trust and explain benefits.
Second, enhanced PDPs are reminiscent of Amazon A+ content.
They focus on a single product and call attention to benefits and features through rich media — explainer videos, infographics, brief animations, branded reviews, iconography, etc. Brightland’s “Give the Gift” for its Mini Artist Series employs each of those elements.
Enhanced PDPs excel at new launches, hero products, and bundles. When persona-specific, they’re perfect to experiment with new audiences or unlock slow-moving SKUs.
Third, video shops (like the name implies) center on video content.
For socially-native brands, like ILIA Beauty, video shops feel equally native. Think TikTok-shop-esque while retaining full control over the shopping experience and customer data. They’re particularly powerful for products that lend themselves to UGC and visual use cases (i.e., beauty, food, apparel).
Your video creative is crucial and one of the most impactful areas to improve CRO.
Have you tested advertorials, enhanced PDPs, and video shops?
Does the hook address your audience + what’s in it for them (benefit)?
Does the order of information and visual hierarchy support the offer?
Humans are inherently relational. We care what other people think. And we care about it a lot.
Social proof cuts through the noise we’re confronted with on a daily basis. The more we know, like, and trust a source, the more transferable its authority. That’s why word of mouth — personal recommendations from friends and family — is the holy grail of marketing.
In the absence of an existing relationship, we look for signals to answer the question: “What do other people like me think of this?”
At FERMÀT, multiple heatmap tests over a host of verticals confirm that the first place people click after arriving to shop is the star-rated reviews.
Our hardwiring coupled with Amazon’s dominance has conditioned shoppers to give ratings + reviews pride of place when evaluating purchases.
Put more directly … ensure your ratings are prominent, clickable, and linked to reviews.
The mere presence of social proof isn’t all that matters.
Type and placement effect CRO, too. Verified buyers, recency, a mix of less-than-perfect ratings, press badges with endorsements, customer testimonials, and UGC within reviews all perform extremely well.
Often, the most successful social proof features customer videos specifically about the benefits of the product — rather than generic or brand-focused. mindbodygreen does this masterfully, layering multiple UGC-styled assets + video testimonials across its funnels.
Although presented as “Recent” reviews, It’s Skinny has curated verified buyers to open with UGC as well as overcome objections to low-carb replacements:
Do ratings, # of reviews, and trust logos appear within the first screen?
Are cumulative ratings (stars) linked directly to individual reviews?
Do the reviews highlight value propositions and address objections?
The only job of a call-to-action (CTA) is to get clicked — a gateway from the first page someone sees to the product itself.
That means your CTAs must be clear and relevant.
Clear because people want to know exactly what they’re doing before they take a desired action. Relevant because what you ask them to do should be directly related to everything else they’ve experienced so far.
You don’t need to get fancy or overthink it. And, as long as there’s high contrast for readability, you definitely don’t need to test button colors.
The dominant CTAs in the examples we’ve looked at so far cluster around …
Likewise, “Add to Cart,” “Subscribe + Save,” and “Checkout” are cliché … because they work. For shoppers, they indicate exactly what will happen; for brands, they’re the next, smallest step someone can take toward purchase.
Below the fold, after someone has begun consuming content, CTAs should:
Finally, use microcopy surrounding buttons to either reinforce the offer or establish trust.
Does the CTA + microcopy move shoppers toward the next, smallest step?
Do the CTAs reflect the offer and complete the statement “I want to …”?
Is there a single, dominant call-to-action repeated throughout the page?
The first thing someone sees on a PDP is the featured image. While reviews are the most-clicked, image carousels remain a close second.
Professional photography should be a given.
It’s far more helpful to think in terms of practical images as a CRO strategy.
Open with isolated images — the product on a clean, light background. This minimizes distractions, ensuring the product remains the focal point. Unembellished pictures give customers an accurate understanding of what they’re buying.
Next, lifestyle imagery should depict the product within real-world settings or as before-and-after comparisons. These photos and videos not only demonstrate applications but also evoke emotion, bringing the product to life.
Last, use at least one image to illustrate what the product does for your customer — close-ups of unique features, ingredient labels, or functional diagrams. By visually communicating benefits as well as facts, you reinforce the PDP’s written descriptions.
Never lose sight of how influential the very first image on your PDP is over CRO.
If there’s one place to experiment, it’s in matching your PDP’s default image with the creative and audience from your ad and lander.
Is your first or second image the product on a clean, light background?
Does at least one image illustrate the product’s value proposition(s)?
Are there supporting images or videos of the product in use by people?
Providing a just-the-facts approach to product descriptions is tempting — majoring on the “what” + minoring on the “how.” Answering “why” transforms PDP copy from passive information into active persuasion.
Here’s an extended example from Jack Archer, the men’s apparel brand whose Jetsetter Pants we used in the last strategy. Notice how its copy addresses a host of things men hate about pants … with wit, humor, and irreverence.
From a formatting perspective, Jack Archer runs the gamut from full paragraphs to single sentences to icon-bullet-points to an infographic.
Product descriptions should be short, sweet, and easily scannable.
Adapt Naturals’ best-performing advertorials clock in at ~2k words.
Its PDP descriptions don’t get anywhere close to that. Instead, it unpacks the product’s benefits not once but twice — (1) through bullets + infographics in the main “Description” and (2) under an “Ingredients & Benefits” section.
ILIA keeps its PDP even shorter, though not at the expense of solutions. Rather it mixes benefit-laden descriptions with “How-to-Use” instructions with a heavy dose of social proof.
For fashion, do not overlook sizing guides — especially mobile usability.
Ensure all sizes + measurements are readable; that nothing gets cut off or overly reduced. To illustrate, pay close attention to how the right images below compare with the middle and left images. The differences are anything but trivial.
On the right, charts and diagrams are completely visible. In the center and left, numbers and text either appear unreadable or overflow off the screen into obscurity.
Are the value propositions presented as solutions to problems?
Does the PDP overcome at least one or more barriers to purchase?
Are descriptions formatted as lists, sentences, and visual media?
The magic happens in the buy box. Or … it doesn’t.
So much so that it’s the “almighty” culmination of everything that’s come before.
Display all necessary product options — size, color, style, quantity — within a single, mobile-device screen. Selectors, swatches, dropdown menus, or buttons should be clearly labeled, allowing customers to select preferences without confusion.
The Pasta Variety Pack from It’s Skinny starts with high-quality images, clickable reviews, ingredients (nutritional information) — featured both as the second product image + two expandable sections — and clear value-proposition tags.
Its buy box presents (1) purchase options for subscribe versus one-time and (2) size quantity with cost-per-pack savings. Price and primary image update dynamically as options change.
This is how you build a great product page …
Give buyers the information they need to make a good purchase in a single screen. Then get out of the way.
Given its higher AOV, ARMRA expands upon its core offer to save 30% by defaulting to subscription + a short checklist within the buy box itself. As flavors, purchase options, and quantities update, the price and images do too.
For beauty, fashion, and any other product where seeing is believing, variants must be mapped to the full carousel of images. Grouping similar variants into categories eases choice paralysis. “Tap to Expand” for swipeable, full-screen galleries far outperform hover or zoom effects.
Are all necessary product options selectable in a single, mobile screen?
Does the price update automatically and include $ and % savings?
Are images linked to variants and expandable into full-screen view?
Clicking add-to-cart or add-to-bag is a sacred moment. Not that it guarantees conversion. Instead, it represents the highest-intent moment before completing a purchase.
This moment should be immediately reinforced.
After displaying 30%-off plus free shipping on >$120 orders, ARMRA triggers an ATC pop-up that guides customers into taking advantage of both offers. Not only does it offer complementary products, they’re arranged in descending price to ensure the $120 threshold is met.
In similar fashion, Jack Archer integrates “Buy 2 Pairs of Jetsetter Pants, Get a FREE Anytime Tee” directly into its ATC flow by …
In lieu of matching sizes, Laura Geller matches the shade of added products to the shade of its “Most frequently bought together” upsell.
As soon as someone places items in their cart, it becomes inescapable. Rather than buried in the navigation, the bag appears (1) as a floating CTA above ATC buttons on PDPs and (2) as a new CTA button itself at the bottom of landing or collection pages.
Does the add-to-cart button trigger a modal that reinforces the offer?
Are GWPs configurable (i.e., variant selection) within the ATC flow?
If items are added, is the cart clickable + prominent across all pages?
Moving shoppers from cart to checkout demands momentum. They’re also your last chance to increase basket size and (with it) contribution margin.
Three levers combine those demands.
Amazon has conditioned online shoppers to expect free shipping. That expectation, however, doesn’t have to devour your margins. Instead, use it as a value exchange: “To get the thing you want, here’s what you need to give.”
As we’ve seen in multiple examples, free-shipping thresholds should be established early in the shopping process.
And then applied within the shopping cart through …
Progress bars + complementary products that nudge shoppers over the threshold.
Free shipping must be tested based on your own margins, products, and most frequent order values (AOV tiers).
For instance, Laura Geller’s best-selling kits all cost more than its $40 threshold. Even though it offers merchandized upsells — in essence, kits ship free.
Not so for individual products.
Even without discounts, most single SKUs cost less than $40. In order to incentivize multiple products per purchase, it leverages lower-price-point upsells … while ensuring shades and use-cases still match.
If you offer subscriptions or memberships, adding one-click upgrades is a low-lift way to entice ongoing revenue. Just be sure your checkout page confirms recurring charges either with an unchecked box or “Subscribe” CTA.
Does free shipping reward multiple products and is it progressive?
Are complimentary products merchandised based on cart items?
Are subscriptions or memberships available as upgrades in the cart?
Checking out should be seamless; as little friction as possible between the customer finding something they want to buy and buying it.
The fewer clicks, the better … up to a point.
One-click payments — like Apple Pay, Amazon, and PayPal — lend themselves to low-AOV, single-SKU, impulse purchases. Enabling them throughout your funnel allows customers to buy at any point past the initial lander.
The tradeoff occurs between CRV versus AOV. Without adding to cart, shoppers can only purchase one-off items.
Once inside your checkout, eliminate any need to enter codes. Append discounts automatically and call them out through:
Laura Geller implements each of those and adds a final “Before You Go” downsell at an even steeper discount than the original offer.
Shopify has made express checkouts, payment options, and credit-card choices ubiquitous.
What’s not ubiquitous is consumer trust. Checkout is your last chance to prove you’re safe. How?
ARMRA does this by including two checkboxes for recurring transactions (subscriptions) and social proof in the form of “Over 10,000 Five Star Reviews” + a full review — complete with name, demographics, and benefit standouts.
Using an icon-led list, Jack Archer reiterates its:
And RYZE pulls out all the stops.
In the header, it features a custom logo with 5-star reviews, free shipping, 30-day guarantee, and secure checkout baked in. It also doubles down on social proof + free shipping, restates the guarantee, and drives home its commitment to charity.
Do you provide one-click, express, and buy-now pay-later options?
Are discounts automatically appended and applied by line item?
Is at least one form of social proof highlighted during checkout?
Having explored examples and CRO best practices, the question becomes: “What should you test on your ecommerce website?” Let’s round out our checklist with the three areas we suggest in every FERMÀT customer’s experimentation playbook.
Note: The below dashboard metrics are for illustrative purposes only.
However, to make setting up your own roadmap easier, we’ve built a downloadable Sheet Template where you can collect, prioritize, and track your experiments.
Advertorial: Branded Versus Whitelisted
Hypothesis: A whitelisted advertorial by one of our top-performing influencers will engender more trust, interest (PDP views), and orders.
Video Shop: Product & Brand Explainer
Hypothesis: UGC performs well in platform, but not as the hero video; continue UGC ads, but replace the lander’s video with a product + brand explainer.
Enhanced PDP: Comparison “Us Vs Them”
Hypothesis: By creating a page that compares our hero product against one of our competitors we can differentiate ourselves more effectively.
Branded vs whitelisted; # of reasons why; scarcity; social proof?
Influencer; UGC-styled; routine or get-ready-with-me; explainer?
Value proposition (problem-solution); target audience; comparison?
Name + Image: Product First Impression
Hypothesis: Existing customers care about “natural” ingredients, but potential customers are wary; remove “natural” from the name + images on PDP.
Bundles: Group Packs by Color
Hypothesis: Kit complementary colors and only allow bundle purchases in order to increase AOV and (in-platform) ROAS; monitor RPS.
Default Purchase: Subscriptions
Hypothesis: Defaulting to monthly subscription as the pre-selected purchase option will increase sub. rate, RPS + LTV without hurting churn or CS complaints.
Does changing a product’s “first impression” improve ATC and CVR?
Can you increase AOV and maintain RPS through kits or packs?
Will defaulting to subscription or membership lift take-rates and LTV?
MSRP: Price Test Increase
Hypothesis: We don’t yet know the upper limit of our pricing power; raising the base price by $10 will give us +5 points of margin; can we maintain RPS?
Free Shipping: Threshold + Additional SKU
Hypothesis: Our second most-frequent purchase value is $113, by setting free shipping at $125 we can increase AOV with a single upsell.
Payments: Customer Type Discounts
Hypothesis: Government, military, and first responders are our largest customer type; adding a GovX ID discount to PDPs + at checkout will increase conversions.
How elastic is your base price on best-selling SKUs or collections?
What free-shipping threshold balances AOV x CRV (i.e., RPS)?
Do one-click, buy-now-pay-later, or “financial aid” lift conversions?
We began with two uncomfortable truths. Average conversion rates don’t matter. And test everything won’t get you where you want to be.
Instead, the path to a more profitable ecommerce business follows …
Of course, there’s plenty we didn’t cover — like optimizing your homepage and navigation for site visitors; user-behavior and heatmap apps; checkout abandonment and post-purchase offers.
Why? Truth be told, because those aren’t the areas FERMÀT is most helpful.
Every example in this exhaustive guide has come straight from our customers. If you’re interested in creating funnels the same way you create ads — in running more high-impact experiments, more often, and more easily — we’d love to connect.
Last call for the checklists + templates …
I mean, you made it this far.
Might as well give us your email and increase this page’s conversion rate, too.
