Anthony McGrathWhat does ecommerce conversion rate optimisation involve?
Ecommerce conversion rate optimisation covers browsing, product pages, basket and checkout, order value, retention and measurement. On a store taking orders every day, a small lift in conversion rate or order value adds up fast. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.
- Best for
- Websites and online stores that already get steady traffic
- What you get
- Browsing, Product pages, Basket and checkout, Order value, Retention, Measurement
- First step
- Measure: analytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- Where
- The UK, the US, Dubai and Australia, working remotely across time zones
- Who does the work
- Anthony McGrath, hands-on, with 22 years in digital marketing
Small changes, big numbers
On a store taking orders every day, a small lift in conversion rate or order value adds up fast. Half a percentage point on 50,000 monthly visitors is hundreds of extra orders a month, from traffic you already pay for.
Ecommerce CRO looks at the whole path: how people find products, decide, add to cart and pay. It also looks at what happens after, because repeat orders matter as much as first ones.
What's included
Every stage of the store, from landing to repeat purchase.
Browsing
- Category pages and filters
- Site search and zero-result searches
- Navigation and menus
- Product cards and quick add
Product pages
- Photos, video and zoom
- Size guides and fit advice
- Delivery dates and returns
- Reviews and user photos
Basket and checkout
- Delivery thresholds and costs
- Guest checkout and express pay
- Errors and form fields
- Abandoned cart emails
Order value
- Bundles and kits
- Cross-sells that fit
- Quantity breaks
- Post-purchase offers
Retention
- Account and reorder flows
- Subscriptions
- Loyalty and referrals
- Win-back emails
Measurement
- GA4 ecommerce funnels
- Revenue per visitor
- Tests with revenue goals
- Monthly report
Before and after
An example of six months of ecommerce CRO on a store with steady traffic.
- Conversion rate: 1.8% before, 2.5% after
- Average order value: 58 before, 66 after
- Revenue per visitor: 1.04 before, 1.65 after
- Basket abandonment: 74% before, 66% after
An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different. Money figures are shown without a currency: the same pattern applies in pounds, dollars, dirhams or Australian dollars.
How it works
- MeasureAnalytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- PrioritiseA ranked list of fixes and test ideas, scored on likely impact and effort.
- TestChanges tested properly (A/B where the traffic allows), so you know what worked and why.
- Roll out and repeatWinners go live, losers are learned from, and the next round starts.
Platforms and tools
Questions
Which ecommerce platforms do you work with?
Shopify, Shopify Plus, WooCommerce, BigCommerce, Magento and custom stores.
What should I fix first?
Usually whatever affects the most visitors with the biggest drop-off: often mobile product pages or the step before checkout. The audit at the start ranks it for you.
Do you look at average order value too?
Yes. Revenue per visitor combines conversion rate and order value, and is usually the best single number to grow.
Can you help with abandoned carts?
Yes. Fixing why people abandon comes first, then recovery emails and messages to bring back the rest.
About Anthony McGrath
Tip of the day
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A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.
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