Most digital businesses focus the majority of their energy on acquiring more traffic. CRO asks a different question: how much revenue are you leaving on the table from the traffic you already have? The answer, in most cases, is significant. A business converting at two percent and spending heavily on paid acquisition could double its revenue by reaching four percent — without spending another dollar on ads.
Dune Commerce approaches CRO as a structured, hypothesis-driven process. We begin with a thorough analysis of your current conversion funnel: where users enter, where they drop off, and what the data suggests about why. Heatmaps, session recordings, funnel analytics, and user feedback all inform the hypothesis backlog.
From the analysis, we prioritize a set of testable hypotheses ordered by expected impact and implementation cost. Each hypothesis becomes an A/B test: a controlled experiment in which a portion of your traffic sees the new experience and a portion sees the original. We measure the results against a clear metric — conversion rate, revenue per visitor, average order value — and act on what the data shows.
The methodology is: hypothesize, test, validate, iterate. We document every test, successful or not, because failed tests contain information. A hypothesis that does not lift conversion still tells you something meaningful about your users. Over time, this documentation becomes a competitive asset — a body of knowledge about your specific customers that no competitor can easily replicate.
Tools we commonly use include Google Optimize, VWO, Optimizely, and custom test harnesses built in-house. We also work closely with paid media and analytics teams to ensure test results inform the full growth stack.
Frequently asked questions
What is conversion rate optimization?
Conversion rate optimization, or CRO, is the systematic process of improving the percentage of website visitors who complete a desired action — such as making a purchase, submitting a form, or signing up for a service. CRO uses data analysis, user research, and controlled A/B testing to identify friction in the user experience and test improvements.
How long before CRO shows results?
Initial test results can appear within two to four weeks for high-traffic sites, but a meaningful CRO program typically produces compounding results over three to six months. The value of CRO builds over time: each improvement raises the conversion floor for all future traffic and paid acquisition, making subsequent marketing investments more efficient.
What is A/B testing?
A/B testing, also called split testing, is a method of comparing two versions of a webpage or experience to determine which performs better against a defined metric. A percentage of users see the original version (the control) and a percentage see the modified version (the variant). Statistical analysis of the results determines whether the variant produced a meaningful improvement.
What conversion rate is good for an ecommerce site?
The average ecommerce conversion rate is typically between one and three percent, though this varies significantly by industry, traffic source, and price point. Rather than benchmarking against an industry average, Dune Commerce focuses on improving your specific baseline — because a sustained improvement from two percent to three percent represents a fifty percent increase in revenue from the same traffic.