The Experimenter’s Guide to eCommerce Growth
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Every eCommerce business moves through three distinct phases: Startup, Grow, and Scale In this session, we'll break down each stage and explore how tailored experimentation strategies can drive success at every phase. By aligning tools from the experimenter’s toolkit with your business priorities, you’ll maximise your efforts and focus resources where they’ll have the most significant impact. Packed with actionable insights, this session is designed for CRO and UX specialists, eCommerce managers, and eCommerce founders.
![Create a project
Start a new ChatGPT workspace for your brand.
Name it clearly — e.g. [Brand Name] – CRO Sidekick
Upload or Create Core Documents
Value proposition
Brand guidelines and tone of voice
Customer personas
Product information
Customer research
Competitior research
Tip: If you don’t have these available, use Chat GPT to create them.
Provide Instructions
Leverage Features
Search The Web
Deep Research
Create a Workspace to Centralise Prompts, Assets,
and Structured Thinking.](https://image.slidesharecdn.com/vwowebinarfinal2304253-250425140823-9ee75175/85/The-Experimenter-s-Guide-to-eCommerce-Growth-13-320.jpg)
The Experimenter’s Guide to eCommerce Growth
- 2. 15 + years across Marketing, Digital & eCommerce roles Senior eCommerce Manager - Optus Product Owner: Launched the first enterprise-wide A/B testing program for the mobile app Co-owned an online football shop Founder & Lead Consultant - Clever Conversions We help D2C brands grow through smarter experimentation. cleverconversions.com.au About Me
- 3. “It's firstly about having a wide range of tools in your kit and secondly, knowing how to use them.” Craig Sullivan, Optimise Or Die Ltd.
- 4. Project Management Analysis Consumer Psychology UX/UI Design Coding Copywriting Analytics Heatmaps & Session Recordings Prioritisation Testing Software Customer Research Heuristic Analysis The Experimenters Toolkit Tools & Processes Skillsets
- 5. The business is in a learning-heavy stage: validating demand, establishing acquisition channels, and creating a pathway to sustainable profitability. Every sale is hard-earned, and every customer is a critical source of insight. The challenge: Staying focused on meaningful progress over perfection and resisting distractions until the core model is validated. Experimentation Goals: Uncover what works and for whom Identify early traction in channels and messaging Reduce CAC uncertainty and friction to first purchase Key jobs-to-be-done: Clean, reliable data setup and simple funnel tracking Qualitative feedback loops Frictionless, focused user experience High-quality content generation at scale with AI Startup Stage: Finding Offer-Market Fit
- 6. GA4 GA4 Setup Guide https://www.digitaldarts.com.au/google-analytics-shopify Free GA4 Audit - https://www.databloo.com/free-google-analytics-audit/ Heatmaps Clarity - https://clarity.microsoft.com/ User Research Lyssna - https://www.lyssna.com/ Surveys Kno Commerce - https://knocommerce.com/ Zigpoll - https://www.zigpoll.com/ Building a Minimum Viable Experimentation Stack
- 7. How satisfied are you with your recent purchase experience on our website? How easy was it to find the model you were looking for? Did you face any challenges in choosing the right product? If so, please describe. How helpful was the product information (descriptions, images, reviews, videos) in making your purchase decision? Did anything almost prevent you from completing your purchase? How many times did you visit the site before purchase? (if more then 1, ask why) Did you need to contact customer support? If so, how satisfied were you with the assistance you received? If we offered the following promotions (e.g., buy 2 get 1 free, free shipping), would you have purchased more items? Was there anything specific that stood out and helped with your decision to purchase? What other brands did you consider before making your purchase? Survey Questions
- 8. Build Stronger UX Foundations with In-Depth Audits Homepage 1. Navigation & Search 2. Collections Page 3. Product Page 4. Cart 5. Checkout 6. bit.ly/CC100VWO Clever Conversions 100 Point Checklist https://cxl.com/institute/online-course/heuristic-evaluation-online-course/
- 9. LSKD offers high-performance activewear that blends functionality with a streetwear aesthetic, aiming to inspire individuals to be "1% better every day.” CUSTOMER NEEDS BRAND STRENGTHS COMPETITOR STRENGTHS Understand What Sets You Apart and Communicate It Clearly HexClad offers hybrid cookware that combines the benefits of stainless steel and non-stick surfaces, catering to both professional chefs and home cooks. Value Proposition
- 10. Optimise UX with the LIFT Model https://conversion.com/framework/the-lift-model/ https://cxl.com/institute/online-course/heuristic-evaluation-online-course/
- 11. Apply Fundamental UX and Design Principles Recommended Reading: Don’t Make Me Think By Steve Krug Making Websites Win By Karl Banks & Ben Jesson Free Copy: https://conversion-rate- experts.com/making-websites-win/
- 12. AI Is No Longer Optional in the eCommerce Toolkit “Frankly, I don’t think it’s feasible to opt out of learning the skill of applying AI in your craft; you are welcome to try, but I want to be honest, I cannot see this working out today, and definitely not tomorrow. ” —Tobi Lütke, co-founder and CEO of Shopify
- 13. Create a project Start a new ChatGPT workspace for your brand. Name it clearly — e.g. [Brand Name] – CRO Sidekick Upload or Create Core Documents Value proposition Brand guidelines and tone of voice Customer personas Product information Customer research Competitior research Tip: If you don’t have these available, use Chat GPT to create them. Provide Instructions Leverage Features Search The Web Deep Research Create a Workspace to Centralise Prompts, Assets, and Structured Thinking.
- 14. eCommerce Content Prompting Cheat Sheet ✅1. Set the Context (optional) Tell the AI who you are, who you're talking to, and where you’re at. Example: We’re a new DTC skincare brand selling calming serums for women 25–40 with sensitive skin. ✅2. Be Clear on the Task Define what content you need. Example: Write 3 product page descriptions for our new heavyweight tee. ✅3. Specify the Format Tell the AI how to structure the content. Example: Format it as a bullet-point list for a product description, with emojis at the start of each point. ✅4. Clarify the Goal Explain what you're trying to achieve. Example: Goal: improve the PDP conversion rate by making the copy more benefit-led. ✅5. Feed It Examples (optional) Give the AI reference points to guide tone or structure. Example: Match the tone of this PDP: “Our bestselling tee is soft, structured, and built to last.” ✅6. Ask for Content That Helps You Learn Use the AI to generate variations you can test or validate. Example: Write two headline options for our homepage - one focused on comfort, one on durability.
- 15. AI Image Creation - Example A candid photo of a well-groomed, 30s-40s man applying the eye cream in front of a bathroom mirror. Subtle steam in the background, shirtless or in a plain black/white tee, conveying masculinity and simplicity. The product is clearly visible in-hand or on the counter. A high-quality flat lay of the eye cream tube surrounded by fresh cucumber slices, lemon aspen berries, a small bowl of seabuckthorn oil, and a wine glass symbolising resveratrol. Shot outdoors or on a wooden surface with soft natural light to convey organic, earthy vibes. Input
- 16. AI Image Creation - Example Visual comparison of hemp protein powder serving size next to common protein sources (chicken, eggs, tofu), arranged neatly on white surface, overhead shot, educational food photography A professional product photo of a smoothie bowl with chocolate hemp protein powder being sprinkled on top, bright natural lighting, white background, high resolution product photography
- 17. Use AI to Spot UX Issues Before Users Do
- 18. Growth Stage: Scale What Works and Build for Sustainability The business has achieved offer–market fit and built reliable acquisition funnels. The early playbook worked and now it’s about scaling it without breaking it. The focus shifts from hustle to structure. It’s time to: Turn early wins into repeatable, scalable systems Strengthen retention and LTV to reduce reliance on new customer acquisition Unlock new levers like product line expansion, regional growth, or new marketing channels Experimentation becomes more strategic. With more data and higher traffic, the bar rises. Key changes must be structured, prioritised, and aligned to growth KPIs
- 19. When A/B Testing Makes Sense: You have enough traffic and time to reach statistical significance You have clear goals, proper tooling, and the team to run and learn from it Common Pitfalls to Avoid: Making changes mid-test Avoid ending tests prematurely Run for at least 2 weeks and until statistical significance is reached. Ignoring external factors (seasonality, promo periods, channel shifts) Start early with small, simple changes to build confidence in the process. Helpful Tools: CXL Pre-Test Calculator – Check if you have enough traffic VWO Testing Platform – Run structured experiments Ready to Test? Know When A/B Testing Makes Sense https://vwo.com/webinars/no-budget-conversion-blueprint-leveraging-what-already-own/
- 20. https://datmark.gumroad.com/l/cro-looker-studio Start Smart: Pinpoint Leaks, Prioritise Issues, Test What Matters
- 21. Research & Analytics Hypothesise Prioritise Test Gather data and insights to understand user behaviour and identify opportunities for improvement. Develop testable hypotheses based on research findings to enhance user experience and conversion rates. PIE Framework Potential Impact East Analyse test results to determine effectiveness, refine strategies, and drive continuous optimisation. Driving Growth Through a Continuous, Data-Driven Process https://growthmethod.com/pie-framework/ https:/conversion.com/framework/pie-framework/
- 22. Homepage Collection Page Product Page Top of Funnel Middle Bottom Paid Ads Organic Owned Traffic Type Standard eCommerce Pages Overlook Diverse Customer Intents and Journeys Customer Intent
- 23. Top of Funnel Organic Owned AG1: https://drinkag1.com/campaign/immunity/ctr https://vwo.com/webinars/how-run-landing-page-tests-on-off-paid-social-platforms/ https://vwo.com/webinars/crafting-high-converting-ecommerce-landing-pages/ StrategicLandingPages:BridgetheGapBetweenAdsand Conversion
- 24. Checkout Thank You Page Transition Cross-Sell Leveraging Secondary Funnels to Drive Higher Conversions and AOV Search Video Engagement Bundles Email Sign-Ups Cross-sells Post-Purchase Cross-sell
- 25. Use AI to Unlock the Insights Hiding in Your Data Enhance Your Knowledge Base Reviews Survey Data Chat Transcripts GA4 Analytics Heatmap Data Use Cases: Content, Test, Ideation, Prioritisation & Test Results Data Preparation: Ensure your data is clean and well-structured. For spreadsheets, include clear headers and avoid merged cells. Iterative Approach: Use follow-up questions to delve deeper into initial insights. Privacy Considerations: Avoid uploading sensitive or personally identifiable information unless you're using secure, compliant environments. https://www.linkedin.com/in/victorpay/
- 26. Rapid Proto-typing with V0 by Vercel Prompt Create a prototype of this image https://vercel.com
- 27. Rapid Proto-typing with V0 by Vercel Prompt Create a version of this page for Agemate and make it interactive. https://vercel.com
- 28. Rapid Prototyping with V0 by Vercel Prompt Build a wireframe for a protein powder product page. There are 3 flavours - chocolate, vanilla and strawberry. https://vercel.com
- 29. The business operates at national or global scale, with mature systems, specialised teams, and complex stakeholder networks. The focus shifts from growth to sustainable performance, margin optimisation, and staying ahead of disruption. The challenge: As size and complexity grow, decision-making slows, silos emerge, and maintaining alignment across teams becomes harder. Experimentation goals: Validate strategic bets before full rollout. Mistakes at scale can be costly. Support cross-functional optimisation across product, marketing, and operations Move from tactical testing to scalable, programmatic experimentation and deeper personalisation (often with vendor partnerships) Key jobs-to-be-done: Embed experimentation into systems, workflows, and decision-making processes Leverage AI for predictive modelling, automation, and data analysis Enable teams with structured governance, shared insights, and experimentation playbooks Customise infrastructure where needed — off-the-shelf tools often fall short eCommerce at Enterprise: Efficiency & Market Leadership
- 30. Make Experimentation a Core Capability with a Unified Testing Program Strategy & Prioritisation Set a clear testing vision that aligns with business goals. Focus on experiments that move the needle. Training & Coaching Equip teams with the know-how, playbooks, and real support to make testing a shared skill across the business. Governance & Workflow Define simple, repeatable processes for approvals, QA, and launches to keep experiments consistent and high quality. Tooling & Data Infrastructure Standardise the tech stack. Ensure clean data and provide tools to test, learn, and scale insights confidently. Knowledge sharing Capture results from every test. Share learnings widely to avoid repetition and speed up progress. https://speero.com/post/three-key-steps-to-launching-coe https://speero.com/post/how-to-build-coe-with-the-right-tech-process-and-contract
- 31. Making the Program Work: Key Success Factors Get Leadership Backing Find a sponsor with influence and budget. Talk their language Focus on key business outcomes: profit, efficiency, cost savings and customer experience. Build on What Exists Use current workflows, data, and team rhythms. Align key teams early. Starting with a pilot Run a pilot to prove value, with a clear path to scale. Promote Internally Use newsletters, town halls, and showcases to build visibility and momentum. Keep it simple - use clear language and visuals. https://conversion-rate-experts.com/power-law/
- 32. THANK YOU Get in touch LinkedIn: https://www.linkedin.com/in/ilanhurwitz/ Email: ilan@cleverconversions.com.au Resources https://bit.ly/VWOResources