eCommerce Conversion Rate Optimisation

Empathy-Driven CRO Methods Revolutionising Online Retail

In the fast-paced world of eCommerce, where competition is relentless and customer expectations are higher than ever, one statistic stands out as both a warning and an opportunity. Research has just come out (in 2026) proving...

90% of consumers stopped using a retail website due to poor performance, and 88% of consumers are less likely to return to a site after a bad experience.

The digital storefront is not living up to its full potential, leaving significant revenue unrealised and customers unfulfilled.

If you have a "gut feeling" that you can convert more traffic into sales, trust your instincts!

This is where the eCommerce Conversion Rate Optimisation service plays a key role.

What a short 4-minute video explaining why the CRO process by Comma Consulting works!

Defining eCommerce Conversion Rate Optimisation (CRO)

eCommerce conversion rate optimisation (CRO) is the process of increasing online transactions with the same (or fewer) traffic volumes. The primary purpose of this process is to remove friction in journeys, improving the quality of engagement for humans and driving online buying behaviours.

This process audits end-to-end journeys and identifies all the pain a site is causing that prevents people from buying.

This method of assessing entire journeys is crucial. Other CRO practitioners are known to focus on and assess single steps in a journey. This is an outdated approach.

Why? Today's consumer behaves differently.

Recent research (2026) from Google concludes the following..

The traditional, linear consumer buying funnel (Awareness > Consideration > Purchase) is obsolete. Today's consumer exhibits non-linear behaviour, looping between research, browsing and purchasing across multiple touchpoints (both digital and physical).

The CRO process must be holistic to improve consumer journeys and drive digital channel performance.

CRO Process Step 1 - Analysing Customer-Centric Behavioural Data

To ensure all changes align with customer needs, we become great listeners by analysing customer-centric behavioural data. This data needs to uncover the "What" and the "Why" questions.

What is happening?: Where are the pain points occurring in the digital journeys?

Why is it happening?: From the consumer's perspective, why are these pain points causing friction to the point where it stops them from carrying on with their journey and completing a purchase?

Put another way, the "What" captures the journey issues, and the "Why" explains why they are issues.

This data analysis forms the basis for change.

CRO Process Step 2 - Creating the Plan to Remove Buying Barriers (Secret Sauce)

Once we know where the issues are occurring and what needs to change to fix them, there needs to be a precise plan in place before involving the technical people.

Wireframes become a key tool for mapping out new journeys, with an emphasis on defining how content and functional elements should behave to resolve journey issues.

The new journeys are mapped out on both desktop screens and mobile devices.

This is part of Greg Randall's secret sauce. This journey mapping step enables precise planning and the ability to overlay behavioural sciences (see Step 3 below).

CRO Process Step 3 - Embedding Behavioural Sciences (Secret Sauce)

Behavioural sciences reveal how people think, decide, and act when they intend to purchase. Retailers can leverage these sciences to connect with consumers at a deeper, subconscious level.

Harvard research proves...95% of online buying decisions happen in the subconscious

Traditional CRO practitioners completely miss this step.

Integrating the behavioural sciences helps address consumers' invisible barriers and their emotional highs and lows. This enables the effective application of relevant cognitive shortcuts (known as heuristics) to keep the subconscious mind in control, thereby influencing and shaping consumer decision-making.

This process has been proven to deliver higher conversion rates, a better user experience (UX), and increased loyalty.

Greg Randall is a specialist in embedding behavioural sciences in the CRO process.

CRO Process Step 4 - Implementing the change (Secret Sauce)

Greg Randall rolls up his sleeves and collaborates with technical teams to bring the necessary changes to life.

This implementation process is another part of the secret sauce to success.

You might know the answers to improve digital journeys, but if the implementation of these changes is low quality, the consumer's journey does not improve, and the business does not benefit.

Conversion Rate Optimisation (CRO) Results

Below are some real examples of what happens when Greg runs the conversion rate optimisation process...

100% increase in online service bookings.
40% increase in checkout conversion rates.
50% increase in site-wide conversion rates.
100% increase in online revenue on mobile devices.
Total online revenue increase of 160%.
Mobile conversion rates growth of 200%.
Consumer engagement growth of 110%.

Trusted CRO Partner for the Top Brands in the World

There is immense pressure when leading a conversion rate optimisation service for the world's top brands. They EXPECT results.

This is why Greg has a long list of top brands among his clients. He produces results.

This is why Greg leads every conversion rate optimisation project. You are never handed off to a junior. You collaborate with Greg from beginning to end.

Conversion Rate Optimisation Testimonials

"Greg's expertise in digital strategy and executing change is the reason why we are growing."

Greg’s ability to execute his strategic plan sets him apart from all other consultants. His comprehensive understanding of eCommerce and how eCommerce technology must operate to create amazing online experiences is why the execution of the change project is considered to be a huge success.The performance of our online channel is performing beyond expectations and well ahead of industry standards. This could not have been achieved without Greg.

Bridget Harding
Head of eCommerce Bed Bath & Beyond

"Greg researches issues, articulates a plan and executes with efficiency, making him in a class of his own"

Greg is the ultimate superhero when it comes to understanding the world of e-commerce. His rigorous ability to research the issue, articulate a plan and execute with timeless efficiency makes him in a class of his own.Greg's detailed strategic review empowered the business to implement quick wins and determine a priority list to take our offering to the next level. His professionalism and global experience backed by the data, allowed us to set realistic goals measurable by a solid ROI.

Jeremy Krause
Chief Innovation and Disruption Officer Global Retail Brands

"Greg's data-led approach, references best practice and resulted in a an actionable and comprehensive review"

Greg’s approach to coaching was enhanced by his depth of knowledge in eCommerce. His skill set covers not only frontend applications but also technical functionality. His approach is data-led, references best practice and resulted for our business in an in-depth and comprehensive review, that was highly actionable.

Catherine Scheider
Omni Executive Levi's