Guide · 2 min
Funnel analysis: How to find the step where visitors leave
How to build and read a conversion funnel, find the steps with the biggest absolute losses, segment without fooling yourself, and turn drop-offs into research questions.
Guide
CRO guides: Answers to the questions everyone asks
Every guide starts with the short answer, then goes as deep as you want. Sources are listed at the bottom, and nothing is behind a sign-up. Let’s dive right in.
Analytics
Ecommerce
Guide · 2 min
Checkout optimization: Why shoppers bail at the last step
How to optimize ecommerce checkout: show total costs early, allow guest checkout, simplify forms, build payment trust and fix mobile issues, using research and A/B tests.
Guide · 2 min
Ecommerce CRO: How to turn more browsers into buyers
Ecommerce CRO from research to rollout: the metrics that matter, where stores lose shoppers (search, product page, cart, checkout) and how to fix it with WXM.
Experiment science
Guide · 2 min
A/B test sample size: How long should your test run?
How to calculate A/B test sample size and duration from baseline rate, MDE, significance and power, why to run full weeks, and when to stop. Free calculator.
Guide · 3 min
A/B testing: How to run tests you can actually trust
What A/B testing is, when to use it, and how to run a trustworthy test: hypothesis, metrics, sample size, QA, analysis and rollout, following the WXM cycle.
Guide · 2 min
Statistical power and MDE: Will your test even notice a win?
How statistical power and minimum detectable effect (MDE) decide whether an A/B test can find a real lift, with a worked example and a practical way to choose your MDE.
Guide · 3 min
Statistical significance: What it really means (and what it doesn't)
What statistical significance and p-values really mean in A/B testing, what they don't mean, and how to report results honestly with confidence intervals.
Foundations
Guide · 3 min
What is CRO? Conversion rate optimization in plain English
CRO (conversion rate optimization) is the evidence-led practice of finding why visitors don't act and testing changes that help them. Definition, process and limits.
Landing pages & lead gen
Guide · 2 min
Landing page optimization: How to make the first 5 seconds count
How to optimize a landing page: match the visitor's intent, make the value clear in seconds, answer objections, reduce form friction and test changes with WXM and PXL.
Program strategy
Guide · 1 min
CRO hypothesis: How to write one that teaches you something
Write CRO hypotheses that link evidence, change, audience and expected effect, so every A/B test teaches you something. Includes a template and good and bad examples.
Guide · 2 min
CRO prioritization: How to pick which test to run first
How to prioritize A/B test ideas with the PXL framework: the ten criteria, a worked example, how it compares with ICE, PIE and RICE, and where any scoring model breaks.
Guide · 3 min
CRO strategy: How to build a program that doesn't fizzle out
A practical CRO strategy: tie optimization to business outcomes, run repeating WXM cycles, prioritize with PXL, and set the governance that keeps a program honest.
Psychology & UX
Guide · 1 min
Accessibility and conversion: Why inclusive design is good CRO
Why accessibility belongs in CRO: the WCAG 2.2 checks that most affect conversion (contrast, labels, errors, targets, keyboard) and how to QA variants.
Guide · 1 min
Ethical CRO: How to persuade without tricking people
Where persuasion ends and manipulation begins: common dark patterns in CRO, why they backfire, the legal direction of travel, and an ethics check for every test.
Research
Guide · 2 min
CRO research: How to find out why visitors don't convert
CRO research methods for the WXM Wonder phase: analytics, recordings, heatmaps, surveys, interviews, usability tests and reviews, and what each can tell you.
SaaS & product
Guide · 2 min
SaaS CRO: How to turn sign-ups into paying customers
SaaS conversion optimization across the funnel: sign-up, activation, trial-to-paid, pricing and retention. Which metrics to use and how to apply WXM and PXL to a product.
Test implementation
Guide · 3 min
CRO tools: The A/B testing, heatmap and analytics tools we recommend
A buyer's guide to the CRO tools we recommend: A/B testing, heatmaps and recordings, analytics and tag management. Which to pick, what's free and what each is best for.