CRO best practices – to follow or not to follow?

Sam Irvine
Optimisation Consultant

Part ten of our 'lessons in CRO' mini-series (10 of 10)

We've spent the last couple of months sharing a series of CRO lessons with you from some of our favourite recent experiments (and the results). We hope you've found it useful.

If you'd like to read the other posts you'll find the links at the end of this post.

Here's lesson ten, the final lesson in this mini-series:

Lesson #10: Reduce friction and provide information at the right time ( as dictated by your visitors, not best practices)


  • 12% uplift in purchase conversion rate
  • 12% uplift in revenue

The problem

The client was a traditional eCommerce brand selling physical cosmetic products and had been experiencing a decrease in YoY conversion rate. The quantitative analysis identified that the decrease was originating from a lower product page performance.

Further user research also identified that visitors would scroll past the three-line product description, which appeared above the fold, and would scroll to a more detailed product description further down the page.

With more than 80% of visitors being on a mobile device, this represented a significant amount of effort on their part - indicating that this was likely to be the main area of friction for visitors.

What we did

We re-worked the product description to better reflect the copy that was hidden below the fold - which added in more information about the product. As the product was a considered purchase we hypothesised that the increase in information would give visitors more reassurance about what it was and how it worked.

The reasons it worked

The test worked as visitors were given the information at the right time in their journey, which reduced the amount of friction involved in finding it. The post-test analysis also revealed that the new visitor conversion rate also increased, meaning that visitors were more likely to convert in a single session, helping the effectiveness of PPC activity.

Your next experiment?

Conduct a blend of quantitative and qualitative research to identify the pain-points in the customer journey. And consider adding in more information to answer visitors’ objections, rather than following “best-practices” and removing information. How much information is required is dictated by your product and how your visitors make decisions - and is highly subjective.

Thanks for reading. In case you missed it, you can read the mini-series from the beginning starting here.

And don't forget to follow us for more CRO tips and advice.

If you have any questions about experimentation, Matt our Director of Optimisation offers a free no-pressure 30 minute CRO consultation. He's always happy to answer any weird and wonderful CRO questions you might have!

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