CRO field notes for DTC teams

Map the leak before you redesign the homepage

Funnel Leaks

The 30-second mobile product discovery test

Funnel Leaks

What the first product screen must answer

Product Page Decisions

Find size and variant friction hiding inside add to cart

Product Page Decisions

The cart surprise check

Cart & Checkout

Use the device gap to diagnose checkout loss

Cart & Checkout

Test whether the discount is creating demand or borrowing it

Offer & Merchandising

Spot collection-page dead zones

Offer & Merchandising

Find the gap between the first and second order

Retention & Repeat Revenue

Treat returns as conversion data

Retention & Repeat Revenue

Score CRO tests by evidence, reach, and effort

Measurement & Experiments

When revenue per session hides the wrong result

Measurement & Experiments