Conversion rate optimization is not about running more tests — it is about running the right ones. These five hypotheses consistently produce learnings on mid-market e-commerce stores.
1. Shipping clarity above the fold
Test showing delivery estimate and free-shipping threshold earlier on the product page. Friction around shipping cost is still the top checkout surprise.
2. Social proof near the buy button
Move recent purchase notifications or review snippets closer to the primary CTA on PDPs with traffic but low add-to-cart rates.
3. Guest checkout default
Reduce mandatory account creation in checkout. Measure completion rate and 30-day repeat purchase — not just first-order conversion.
4. Exit intent with value, not discount
Test lead capture offering size guides, restock alerts, or WhatsApp support instead of a blanket coupon on every visit.
5. Post-click message match
Align landing page headline with ad creative for your top campaigns. Message mismatch is an invisible conversion tax on paid traffic.