WEBSITES + CRO · EXPERIMENTATION

Conversion Optimization Experiment Board

An ecommerce framework connecting prioritization, testing and learning across the customer journey.

CLIENT REDACTED
PORTFOLIO EDITION

Checkout completion+18.2%

Lead-to-purchase+11.4%

Mobile CVR+0.7 pts

Tests documented24

Backlog

Reduce product-page decision friction

HIGH IMPACT

Confidence 8/10Effort M

Replace generic FAQ with objection-led content

CONTENT

Confidence 7/10Effort S

Running

Sticky mobile CTA + shipping reassurance

A/B TEST

Primary: ATC14 days

Shorter checkout field sequence

FUNNEL

Primary: completion21 days

Validated

Value proposition reordered above fold

WINNER

+12.6% CVRShip

Trust proof next to purchase decision

WINNER

+8.3% checkoutShip

Testing framework

Each hypothesis links one observed friction point to one behavior change, one primary metric and one pre-defined decision rule. Results are logged whether they win, lose or remain inconclusive.

Prioritization score

Expected impact

Evidence strength

Implementation effort

CRO SYSTEMFinal Step Marketing · Portfolio Edition