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Ecommerce Conversion Rate Optimisation (CRO) Agency

We convert your website’s visitors into loyal, paying customers - fast

As a retail focussed experience and technology company we’re far beyond an ecommerce conversion rate optimisation agency. With over 25 years in the sector we partner with leading retailers and challenger brands to identify customer pain-points and optimise the interactions that matter most across the entire customer lifecycle.

A Conversion Rate Optimisation agency at the heart of ecommerce

Book a free CRO Consultation

Conversion is key to an effective retail growth strategy. Our sole focus is to convert your commerce traffic into loyal, paying customers.

With over 25 years in the retail sector, we increase conversion rate through a customer-centric approach; analysing your website’s user behaviour to determine friction within the customer journey across your entire tech stack.


Conversion rate optimisation (CRO) is the process of implementing changes to a webpage to improve its ability to convert visitors into customers. It is a fundamental component of ecommerce success because it starts by helping retailers determine why visitors behave the way they do and how they view their brand. With that knowledge retailers can react to that behaviour by optimising every micro-interaction across the entire purchase journey.

The higher the conversion rates, the more efficient a retailer’s optimisation efforts are, resulting in increased profits and ROAS. Established retailers endeavour to squeeze every penny out of their budget by hiring CRO experts like us that will constantly evaluate traffic and user behaviour for small improvements that make a big difference to their bottom line.

Over 25 years of experience in the retail sector has helped us empower our partners with invaluable insights & technology to create dynamic user experiences their customers crave.
We strip away Marketing & SEO, and focus solely on helping retailers understand user behaviour, how to successfully convert traffic into sales, and how to use tech to their advantage.

How to succeed with CRO

To succeed with CRO, it’s important to understand your visitors, users, and customers and give them what they need. We suggest implementing a user-centric CRO approach that focuses on gathering data about your existing traffic and target audience, then using it to improve conversion rates over time.

This requires an in-depth analysis of your target audience, multiple tests to measure performance, and continuous optimisation to ensure maximum results. You can and should experiment with all elements of your website to optimise conversion rates, ranging from minor copy, pricing and design changes through to full page re-designs.

One common misconception of ecommerce cro is that success is derived by focussing on a conversion as the users final purchase. Instead, to succeed with cro in ecommerce you should count every micro-interaction along the purchase journey as a conversion. Focussing on improving each of these gives you a greater and more measurable chance of success.

As a conversion rate optimisation agency, we work with retailers to set clear goals for what they want to achieve with CRO. For example, you may want to increase sales or subscriptions by 50% within a certain timeframe. To track progress towards these goals, utilise tools that provide elaborate insights into user behaviour on your website.

There is no one-size-fits-all best practice for CRO. Retailers should focus on understanding their own target audience and delivering what they need. By following these principles and continuously optimising your website based on data-driven insights, you can improve conversion rates over time and successfully grow your business.


Book a Consultation

Book a free 30 minute consultation with one of our optimisation consultants in a 1-2-1 session.

They possess a wealth of CRO experience and is at hand to guide you through how Sherwen Studios’ works alongside your in-house teams to deliver a tailored and comprehensive optimisation strategy that covers all CRO and personalisation services.

Here’s some of the CRO FAQs our conversion optimisers have answered in previous sessions:

  • Which pages should be tested?
  • What are the best tools to test / measure CRO?
  • How to document CRO?
  • How to get key stakeholder approval for CRO project?
  • How to project future test value?
  • How does Sherwen Studios work with an in-house team?
  • How long does the CRO programme take?

How we can help retailers with CRO

As an external CRO agency, we provide expertise and resources that may not be available to your in-house team. We will deliver CRO services with fresh perspectives and ideas, alongside specialist knowledge, skills and technologies that you may not have at your disposal.

Although CRO may seem a straightforward venture, we look further into your customer experience.

Sherwen Studios focuses on creating meaningful interactions with your customers across all channels rather than simply optimising conversion rates. We aim to create a seamless brand experience for customers across all touchpoints, including physical stores, online stores, social media platforms, and mobile apps.

By focusing on customer experience rather than just conversion rates, we help retailers build stronger relationships with customers and increase loyalty over time.

Sherwen’s development and testing is first class and gives us the confidence to run aggressive development cycles. This enables us to make informed data-driven decisions to drive online performance and implement them almost as fast as we come up with them.
David Bawden | Head of Ecommerce | ScS

Featured Services

CRO Audit

Speak to our conversion rate experts about receiving a 360° evaluation of your user experience; testing how your webpages are performing, and how we can identify factors that are negatively affecting your conversion rates to help you prioritise exactly where improvements are required.

If you’re not considering customer-centricity across the user journey, then you’re effectively missing out on the opportunity to provide authentic value to your customers, and that has a significant impact on conversion rates.

Schedule your next CRO audit with Sherwen Studios and experience our specialist conversion rate optimisation services first-hand, in what is the first step to solving your users’ grievances and meeting your business aspirations.

A/B (split) Testing

A powerful tool for boosting conversion rates, A/B (or split) testing allows us to test various elements of your website or apps, and measure the impact it has on user behaviour. Split tests enable us to make informed decisions about how and where to optimise your website for greater results.

Through A/B testing, we can pinpoint exactly what resources you need to target for optimum optimisation.

Much like our principle of required ‘continuous improvement’, A/B tests should be frequently conducted to continually improve your websites user experience or improve specific goals, such as CRO, for your desired duration.


Personalisation is an effective strategy that can be used to improve CRO. It involves refining and optimising an experience or service offered to customers to encourage them to take the desired action. It improves customer experience by making them feel valued.

Through personalisation, we can break down your target audience’s age, interests, location, gender, which greatly helps to analyse customer behaviour and segment them accordingly.

CRO Tools

Despite the general consensus that CRO is minimal fixes for maximum results, the required tools to discover and implement those changes can be quite complex. Possessing the correct tools for conducting CRO is essential for ecommerce stores looking to enhance their online presence and to perfect their customer journey.

CRO tools can be categorised into user behaviour analysis tools and A/B testing tools. Google Analytics is one of the most popular CRO analysis tools used by online retailers. It provides key insights into potential customers’ experiences on websites but it does not give a complete picture.

For maximum success a combination of multiple tools are required such as Hotjar for more advanced but cost effective user analysis to, VWO for split testing and Yeildify for personalisation. When combined these CRO tools provide insightful features such as website and traffic analytics, optimisation, lead generation, personalisation, user behaviour analysis, A/B testing, customer feedback collation, and many more.

User Testing

User testing is a vital part of CRO that allows conversion experts to detect and flag potential issues on websites and apps before they can have a detrimental effect on customer satisfaction.

Conducting usability testing helps retailers easily identify the outstanding optimisation path. Frequently deducing any points of optimisation throughout tests and validating any conclusions should become an essential practice in order to maximise a CRO strategy.

However, test frequency varies from business to business due to factors like budget, goals, and capabilities to implement changes. Speak with one of our CRO consultants to discuss your options.

Conversion rate optimisation FAQs

What is Conversion Rate Optimisation? (CRO)

Conversion rate optimisation (CRO) is the process of implementing changes to a webpage to improve its ability to convert visitors into customers. It’s an essential component of ecommerce growth because it starts by helping retailers determine why visitors behave the way they do and how they interact with their brand. With this knowledge, retailers can adapt to dynamic behaviours by optimising every micro-interaction across the entire purchase journey.

Why is Conversion Rate Optimisation important for online retailers?

CRO is important for retailers to understand each of their visitors wants and needs. We suggest implementing a user-centric CRO approach that focuses on gathering data about your existing traffic and target audience, then using it to improve conversion rates over time.

What is A/B Testing?

A/B testing, also known as split testing or bucket testing, is a research procedure used to compare two or more versions of a webpage against each other to determine which one functions better. The process involves dividing users at random into groups and showing them different versions of the same page or element. The results are then analysed to determine which version performed better based on the desired outcome, such as click-through rates or conversion rates.

Will CRO testing affect SEO rankings?

A/B testing doesn’t necessarily have a negative effect on SEO rankings, as long as it’s executed correctly. When it’s not frequently monitored, A/B testing can negatively impact how search engine crawlers interact with a site and its SEO rankings. However, if A/B testing is done correctly by making small changes to a group of pages and monitoring its SEO impact, it can significantly help to improve SEO rankings, along with user experience and conversions.

How to measure CRO

To measure Conversion Rate Optimisation (CRO), optimisers can use analytics software to track the success of campaigns and create goals to track conversions. The conversion rate is calculated by dividing the number of conversions (desired actions taken) by the total number of visitors and multiplying the result by 100 to get a percentage. By measuring CRO, retailers can determine how effective their website is at converting visitors into customers and make data-driven decisions to improve their conversion rates.

How long does a CRO audit take?

The duration of a CRO audit can vary depending on the complexity of the website and the scope of the audit. A CRO audit is a 360° evaluation of the user experience that tests how a webpage is performing, so it requires an in-depth understanding of how visitors navigate and experience a website.


Book a free CRO Consultation

Book a free 30 minute consultation with one of our optimisation consultants in a 1-2-1 session.

Fill out the form and we'll be in touch to arrange your consultation.