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CRO: turning traffic into results, not just visits
A significant share of the projects I manage are e-commerce sites or sites with a strong conversion logic: checkout funnel redesigns, product pages, lead generation flows. CRO isn't a side topic I handle separately from delivery, it's part of it: a funnel that converts poorly is as much a scoping problem as a marketing one.
Conversion funnelProduct pagesA/B testingE-commerce
My approach
- Funnel audit: identifying friction points, from landing on the product page to order confirmation
- Prioritisation by impact and effort, not intuition: fixing what actually blocks conversion before what merely looks important
- A/B test design with an explicit hypothesis, never a cosmetic change shipped without measurement
- Integration into product scoping upstream, so CRO isn't treated as a correction after launch
Integrated into e-commerce project management, within a portfolio of ~200 projects
Impact-based diagnosis, not intuition
Frequently asked questions
- What is CRO (Conversion Rate Optimisation)?
- CRO covers the methods used to increase the share of visitors who complete the expected action on a site (purchase, form, contact request), without necessarily increasing traffic. It relies on analysing actual user behaviour, prioritising friction points, and running controlled tests before rolling out a change.
- CRO vs UX: what's the difference?
- UX aims for a broadly satisfying experience; CRO targets conversion toward one specific action. The two overlap often but not always: a pleasant interface isn't automatically the one that converts best, and vice versa. CRO is measured: test, data, decision, not an opinion about what looks good.
- Does CRO require high traffic volume?
- A statistically reliable A/B test needs a minimum volume, but CRO isn't limited to A/B testing. A funnel audit based on direct observation (session replay, heatmaps, manually walking through the purchase journey) already identifies a large share of friction points, regardless of traffic volume.