If you’re running traffic to an e-commerce site and you’re not investing in Conversion Rate Optimisation (CRO), you’re likely leaving serious revenue on the table. Too many brands pour budget into paid media without first understanding how well (or poorly) their site is converting that traffic.

Here is a rigorous 13-point CRO research process that we use to identify exactly where an e-commerce site is leaking money – and more importantly, what to do about it.

1. GA4 Deep-Dive: Finding the Hidden Stories in Your Data

We start with GA4 because if your data isn’t clean and insightful, the rest of your decisions are guesswork. We look at:

• Funnel performance – Where exactly are users dropping off, and why?
• Conversions by browser, device, and screen size – Is your site underperforming on certain tech setups?
• High traffic, high bounce pages – These pages are grabbing attention but failing to hold it.
• Low-conversion landing pages – We pinpoint which pages need love from both a design and messaging perspective.
• Pages with high traffic but poor load speeds – Speed kills conversions, plain and simple.
• Performance by traffic source – Are some channels sending unqualified traffic?
• New vs returning user behaviour – This helps us tailor messaging and UX for both first-time visitors and loyal customers.

2. UI/UX Audit: A 385-Point Deep Dive Into User Experience

Yes, 385 points. That’s how granular we get when auditing a site’s UI/UX across key templates like Home, PLPs, PDPs, Cart, Checkout, Landing Pages and Confirmation Pages.

We review design consistency, hierarchy, mobile experience, trust signals, navigation clarity, and more. The goal is to identify friction that disrupts the buyer journey. Small tweaks can lead to big lifts when they’re based on the right observations.

3. Full Site Speed Audit: Performance Is Part of UX

We use tools like GTMetrix to diagnose what’s slowing the site down. Speed isn’t just a developer’s concern – it’s a conversion killer if neglected. Shoppers won’t wait more than a few seconds. Every additional second of load time can tank conversions by up to 20%.

4. Market Analysis: Know the Playing Field Before You Make a Move

We look at three core factors:

• Mass desire – What is the underlying desire that your product taps into?
• Prospect awareness – Are users problem-aware, solution-aware, or product-aware? Your messaging should change accordingly.
• Market sophistication – In a mature market, you’ll need more nuanced messaging. In an emerging one, education is key.

Too many brands skip this and end up sounding like everyone else.

5. Competitive Analysis: Find the Gaps in the Market

You’re not marketing in a vacuum. We assess:

• How your brand and site compare to your competitors
• What makes your competitors unique (and how to out-position them)
• The offers and hooks they’re using
• How the market perceives them versus you

This tells us how to carve a stronger, more distinctive position.

6. On-site Surveys: Hear Directly From Your Visitors

These micro-surveys surface gold. We ask:

• What’s holding you back from purchasing today?
• What do you need to see or know before buying?
• What’s important to you when choosing a product like this?

It’s one of the simplest ways to bridge the gap between what you think customers want and what they actually do.

7. Search Analysis: Understand Intent Through On-site Search

If your site has search functionality, it’s a live feed of what users want. We analyse:

• How often visitors use search
• What keywords they’re typing in
• How well the results satisfy that intent

A poor search experience can ruin even the best-designed site.

8. Customer Surveys: Insights From Buyers and Non-buyers Alike

These are different from on-site polls. We send structured surveys to past customers and prospects to uncover:

• Their goals and motivations
• The objections or hesitations that nearly stopped them from buying
• What alternatives they considered
• Which messages or features mattered most

You don’t need a massive sample size – even 20-30 responses can spark real insight.

9. Review Mining: What Customers Are Saying (and What They Aren’t)

Reviews – both for your brand and your competitors – are rich in voice-of-customer data. We look for:

• Repeated pain points
• Desired outcomes
• Unexpected wins or delights
• Features or benefits that aren’t resonating

You’ll often uncover patterns that your own team missed because you’re too close to the product.

10. Customer Service Insights: Your Support Team Knows What’s Broken

Speak to your customer service team. Ask:

• What are the most frequent questions?
• What do people return products for?
• Where do people get confused?

Your support inbox is one of the most overlooked CRO assets.

11. Heatmaps and Session Recordings: Watch the Journey

We use heatmaps and session recordings to see what analytics alone can’t show:

• What parts of the page are being ignored?
• Where are users rage-clicking or hesitating?
• Are CTAs being missed?
• Where are non-buyers getting stuck?

This kind of qualitative insight helps us prioritise fixes.

12. User Testing: First-Hand Feedback From Real Shoppers

This is where we get strangers to use the site while thinking out loud. We ask them to complete a task and narrate their experience. It reveals:

• Confusing interactions
• Navigation issues
• Content gaps
• Design flaws

This is especially valuable when paired with your analytics data.

13. Economics Analysis: You Can’t Optimise What You Don’t Understand

Last but not least – we look at your numbers.

• What’s your CAC vs AOV?
• Do you know your unit economics?
• Are you profitable on first purchase or relying on LTV?
• How efficient is your checkout flow in monetary terms?

Knowing your numbers is the difference between optimising for vanity metrics and optimising for actual growth.

Final Thoughts

Once you’ve nailed these 13 foundational areas, you’ll have a crystal-clear understanding of what’s really going on with your site.

From there, it’s no longer a guessing game. It’s a calculated optimisation process – with your customers, your market, and your numbers leading the way.