Most CRO agencies are built around SaaS funnels and lead-gen landing pages — measuring micro-conversions on free trial signups, optimising free-tier upgrades, building nurture sequences for software demos.
The playbook is genuinely different for ecommerce, where the unit of measurement is a real transaction from a real person with a credit card, and the levers are product page design, checkout flow, trust signals, and the post-click experience across paid traffic.
Store Surge runs CRO exclusively for ecommerce brands doing £20K or more per month. Our team has run growth and CRO for stores doing £1M to £10M a year, which means we know which tests move revenue, which ones move conversion rate but not revenue, and which ones are vanity metrics dressed up as wins. We've seen the inside of accounts where the marketing team celebrated a CVR lift that actually came from a smaller average order value — the kind of mistake a CRO agency that only knows lead-gen funnels wouldn't catch.
Book a free CRO audit
A conversion rate optimization agency audits and improves the parts of your ecommerce funnel that turn visitors into buyers — landing pages, product pages, checkout flows, and cart abandonment recovery. The goal is to grow revenue per visitor without increasing ad spend, with A/B testing and data-led experimentation as the core methodology.
Store Surge's ecommerce CRO engagements start from £400 per month, with pricing scaling based on audit depth, testing volume, and scope. A standalone audit is a fixed-fee project; an ongoing CRO engagement is a monthly retainer. Book a call for a tailored quote based on your traffic, AOV, and current funnel performance.
Paid media gets more visitors to your site. CRO turns more of those visitors into buyers. They're complementary, not competing — a great CRO programme can 2x the revenue from your existing paid media budget without spending more on ads. Most of our CRO clients run paid media with us too, because the gains compound.
Quick-win fixes (the kind we ship in the first two weeks) usually show revenue impact within 30 days. Larger A/B tests need 4–8 weeks to reach statistical significance. A serious CRO programme compounds over 6–12 months — early wins are valuable, but the bigger revenue lifts come from a sustained testing roadmap.
Results vary by vertical, starting CVR, AOV, and traffic volume. Most ecommerce accounts see a 20–50% lift in revenue per visitor within the first 6 months, with quick-win fixes often producing meaningful revenue impact in the first 30 days. We give realistic, account-specific projections during onboarding rather than generic promises.
Yes, exclusively. Every CRO engagement is on a Shopify or WooCommerce store. That's not a marketing claim — it's a methodological constraint, because ecommerce CRO requires different testing frameworks, different success metrics, and different attribution handling than SaaS or lead-gen work.
Yes — we run CRO as a standalone engagement for ecommerce brands who have an existing paid media setup. We don't need to manage the ads to do the post-click work, though we find the gains are bigger when we can connect the two.
A 1% lift in conversion rate means completely different things depending on the business. For a SaaS company optimising a free trial signup page, it's a small revenue bump against an MRR base. For an ecommerce store doing £200K/month at 2% CVR, the same 1% lift is worth roughly £100K of additional revenue per year — without spending a single extra pound on ads.
That difference in unit economics changes which tests matter, which metrics to optimise for, and which "wins" are actually wins. A generalist CRO agency will optimise for whatever the page's primary conversion event is. An ecommerce-specific CRO agency has to think about AOV, margin per SKU, contribution margin after paid traffic cost, and whether the lift survives attribution windows that get murkier every quarter. Three things we do differently because we've run ecommerce ops ourselves:
We measure in revenue, not in conversion rate. A test that lifts CVR but tanks AOV isn't a win — it's a net loss dressed up in a dashboard. We report against revenue impact, not the metric that flatters the test.
We think full-funnel, not page-by-page. CRO in a vacuum produces nice test results that don't move the business. We treat the ad, the landing page, the product page, the cart, the checkout, and the post-purchase flow as one connected experience — because that's how customers experience it.
We know which tests are worth running. A generalist agency will spend three months testing button colours and hero copy. We'll spend three months testing offer structure, trust signals, checkout friction, and the things that actually move revenue per visitor.
If you're running Meta or Google alongside CRO, the same logic applies — see how we run Meta ads for ecommerce and Google Ads for ecommerce to understand the cross-channel picture.
See how we run Meta ads for ecommerceSee how we run Google Ads for ecommerceMost ecommerce accounts have the same handful of issues. If any of these sound familiar, the fix is usually faster than you'd expect:
- Optimising for conversion rate when the real metric is revenue per visitor
- Running A/B tests on elements that don't materially affect purchase decisions
- Cart abandonment treated as an email problem when it's a checkout friction problem
- Mobile experience treated as "good enough" while mobile traffic is 70% of revenue
- Product pages optimised for SEO, not for converting paid traffic
- Slow page load times quietly killing the ad budget before it reaches checkout
- Trust signals buried or missing entirely on high-intent pages
- No clear hypothesis before testing — which means no learning even when there's a winner
Custom landing pages built for the traffic source, the offer, and the customer intent — not a generic homepage with the navigation stripped out. Every landing page is built around a specific campaign objective and tested against the previous version before it ships at scale.
Product pages are where ecommerce revenue happens or doesn't. We restructure the page hierarchy, rewrite the copy hierarchy, optimise the imagery, and add the trust signals and social proof that move conversion without changing the product itself.
Cart abandonment isn't an email problem — it's usually a checkout problem. We audit the full checkout flow, identify where customers drop, and ship the fixes that recover 10–30% of abandoned carts without changing the price.
When checkout optimisation isn't enough, we build the email and SMS flows that recover the rest. These are part of the email marketing strategy when we run it, but we can also build them as a standalone CRO engagement.
See our email marketing strategy →Continuous testing programme with a clear hypothesis framework, statistical significance thresholds, and a documented learning library. Not "let's test button colours for six months" — a structured experimentation roadmap tied to revenue.
Full audit of your conversion funnel with prioritised recommendations, expected revenue impact, and a clear implementation plan. Useful as a starting point for an ongoing CRO engagement, or as a one-off strategic input for your internal team.
Want the full-funnel view that ties CRO to paid media and retention?
See our performance marketing approach for how it all connectsWe audit your full conversion funnel — ads, landing pages, product pages, cart, checkout, post-purchase — and identify the highest-impact fixes. The audit usually surfaces 5 to 10 quick wins we can implement in the first two weeks, plus a 90-day roadmap for the larger structural changes.
We rank every opportunity by expected revenue impact, implementation cost, and time to result. The first 30 days focus on quick wins that move revenue within the first month; months 2 and 3 tackle the larger testing programme.
Weekly experimentation reviews, monthly reporting against revenue impact, and quarterly strategy sessions. As the testing programme matures, we shift from quick wins to higher-impact tests that require more traffic or longer run times.
Scaled a padel brand across Meta and Google, expanding into international markets while driving profitable customer acquisition and revenue growth.
View case studyDrove scalable revenue growth for a national sofa retailer using Google, Meta and SEO, improving conversion efficiency and lowering blended CPA across channels.
View case studyIf you'd like a relevant case study in detail before booking a call, get in touch and we'll send one over.
Get in touch- Ecommerce-only focus — every CRO engagement is on a Shopify or WooCommerce store doing £20K+ per month. We don't run CRO for SaaS, lead-gen, or B2B — the playbooks are different and the metrics matter differently.
- Ex-ecommerce operators — our team has run ecommerce ops at £1M–£10M/year brands. We know what moves revenue, what moves CVR-but-not-revenue, and what looks like a win in a dashboard but isn't a win in the P&L.
- Full-funnel thinking — CRO doesn't work in isolation. We tie it to your paid media, your email flows, and your post-purchase experience so the gains compound instead of cancelling each other out.
- Transparent pricing — plans start from £400 per month, with tiered discounts as you scale scope or spend. If we're not the right fit on price, we'd rather you find that out on the website than on a 30-minute sales call.
Written by Sam Park, Founder at Store Surge.
Sam Park has run ecommerce growth and CRO for brands across fashion, beauty, and home goods, with managed budgets in the eight figures.
Most engagements start with a focused discovery and audit — typically 2–4 weeks — before moving into a longer retained or project-based relationship. We don't do retainers for the sake of retainers.