Why do so many website visitors leave without buying, even in an era of advanced eCommerce tools? In 2025, with global uncertainties and evolving consumer expectations, turning clicks into conversions is more challenging than ever.
In a recent eCommerce Explored webinar, host Chloe Thomas gathered three CRO experts to share practical strategies for increasing conversion rates. Their advice? Listen to your customers, remove barriers, and use data smartly to drive sales.
Meet the Experts
- Will Lawrenson (Customers Who Click) is a CRO expert specializing in eCommerce optimization and customer research.
- Thomas Ryan (Descriptimizer) is a technology expert in user behaviour tracking and AI-driven CRO.
- Christine Corbin (Independent Consultant) is a CRO and SEO consultant for fashion and beauty eCommerce brands.
Stop Guessing: Let Customers Guide the Way
Will kicks off with a simple yet powerful principle: “Research and testing. That has to be the basis for everything you do.” Analytics like heatmaps (tools showing where users click) reveal where users drop off, but only talking to customers uncovers why.
He breaks CRO into three emotional drivers: usability (is the site easy to navigate?), anxiety (do customers feel confident?), and motivation (do they want to buy?).
To reduce anxiety, include clear information like size charts, FAQs, and trust badges so customers think, “This fits my needs.” Motivation, however, seals the deal. He shares a personal example: while shopping for a standing desk, he found many options that met his specs but felt uninspired. Then, Tru Classic’s T-shirt, marketed as “the shirt that makes me look nice,” sparked an emotional connection, prompting a purchase.
The lesson: don’t overwhelm customers with similar choices; give them a reason to care, and conversions will follow.
Build Trust Before You Sell
Christine notes that in 2025, global issues like supply chain disruptions will make customers crave reassurance. Price wars alone won’t win loyalty; trust does. She recommends weaving trust signals, like clear return policies, warranties, and authentic reviews, across every page, from homepage to checkout. This ensures buyers never hesitate, wondering, “What if something goes wrong?”
Half-measures, however, can backfire. Will shared a case where a “hassle-free returns” banner hid fees in the fine print. Customers clicked, read the details, and left. “If you misword it slightly, people will jump on it and try to work out what you actually mean,” he warns. Transparency is non-negotiable; state guarantees clearly (e.g., “Free returns, no questions asked”), and customers will respond.
Design for People: Mobile First, Always
With over 62% of web traffic coming from smartphones in 2025, mobile optimization is critical. Yet, Christine points out, many sites are “so well-optimized on desktop” that their mobile versions “still really lag.” Key elements like product images, prices, and “Add to Cart” buttons often hide below the fold on phones, driving users away.
The fix? Test on real devices. Will suggests using a mobile simulator to check each funnel step, product views, cart additions, checkout starts, and completions by device and traffic source. A drop-off at “Add to Cart” on mobile signals a design flaw. Thomas adds that segmenting data by specific devices (e.g., iPhone 15 vs. Galaxy S8) uncovers hidden issues.
Follow the Data Breadcrumbs: Fix the Funnel
The panellists advocate rigorous funnel analysis to pinpoint where customers abandon their purchases. Will recommends starting by looking at the data: How many view products, add to cart, start checkout, and buy? He then drills down: Is it worse on mobile or desktop? From one ad channel? This method “really helps us work out what to fix.”
Christine complements this with user behaviour analysis. By mapping the ideal customer journey against real data (heatmaps, session recordings), she uncovers mismatches.
Thomas takes it further with micro-conversion tracking. He analyzes the last element viewed before a sale or abandonment. If users often check a specific FAQ before buying, that FAQ’s content is gold; move it to a headline or bullet point above the fold. “There’s a load of gold in those insights,” he says. Combining these tactics, funnel analytics, behaviour tracking, and micro-conversions turns guesswork into precise fixes.
Smarter CRO with AI
AI isn’t a magic wand, but it’s a powerful tool when used right. Christine, self-described as “AI curious,” uses it to spark ideas, like uploading a site screenshot and asking, “What am I missing?” This prompts fresh perspectives.
Thomas leverages AI to analyze massive datasets, segmenting metrics (e.g., by device or ad set) to spot patterns humans might overlook. Will cautions that AI can churn out generic “best practice” advice if queries are vague.
The trick? Ask specific questions, like why one device converts poorly, then apply human empathy to solve the problem. In 2025, blending AI’s data-crunching with human insight will drive the best CRO results.
The Power of Content and Accessibility
The panellists advocate rigorous funnel analysis to pinpoint where customers abandon their purchases. Will recommends starting by looking at the data: How many view products, add to cart, start checkout, and buy? He then drills down: Is it worse on mobile or desktop? From one ad channel? This method “really helps us work out what to fix.”
Christine complements this with user behaviour analysis. By mapping the ideal customer journey against real data (heatmaps, session recordings), she uncovers mismatches.
Thomas takes it further with micro-conversion tracking. He analyzes the last element viewed before a sale or abandonment. If users often check a specific FAQ before buying, that FAQ’s content is gold; move it to a headline or bullet point above the fold. “There’s a load of gold in those insights,” he says. Combining these tactics, funnel analytics, behaviour tracking, and micro-conversions turns guesswork into precise fixes.
Smarter CRO with AI
AI isn’t a magic wand, but it’s a powerful tool when used right. Christine, self-described as “AI curious,” uses it to spark ideas, like uploading a site screenshot and asking, “What am I missing?” This prompts fresh perspectives.
Thomas leverages AI to analyze massive datasets, segmenting metrics (e.g., by device or ad set) to spot patterns humans might overlook. Will cautions that AI can churn out generic “best practice” advice if queries are vague.
The trick? Ask specific questions, like why one device converts poorly, then apply human empathy to solve the problem. In 2025, blending AI’s data-crunching with human insight will drive the best CRO results.
The Power of Content and Accessibility
Christine and Thomas noted that blogs work best when tailored to customer motivations. For solar panels, Thomas found blogs on savings outperformed sustainability-focused ones, while luxury cutlery brands saw conversions soar with aesthetic-driven content. Aligning content with what customers value can turn browsers into buyers.
Accessibility, meanwhile, is both a legal and business win. Christine cited Uniqlo’s accessibility issues, like missing alt text, which hurt user experience. Simple fixes, like clear menu hierarchies, make sites navigable for all, including those with disabilities, increasing conversions. Will noted that while clients often overlook accessibility, it’s a growing opportunity to enhance performance.
Key Takeaway
In 2025, CRO is a human-centered science. Step into your customers’ shoes: understand their needs, eliminate doubts, and spark motivation. Ensure a frictionless mobile experience, use data to find and fix funnel leaks, and leverage AI for insights while keeping empathy at the core. By making buying easy and appealing, you’ll turn traffic into revenue.
You can watch the full webinar replay here for direct insights from Will, Christine, and Thomas. For more exclusive content, sign up for future sessions with our eCommerce Explored series. Also, if you want to dive into improving your conversion rate right now, why not check out our Conversion Rate Optimisation tech directory?
