Conversion rate optimisation is a structured process of finding friction, forming a clear hypothesis and measuring whether a change helps the customer and the business.
Use analytics, search data, recordings, customer questions and support feedback together. A drop in checkout is a symptom; the cause may begin much earlier in unclear product or delivery information.
Segment behaviour before drawing conclusions
Prioritise problems by evidence, reach and commercial impact
Write down the expected result before making the change
Test meaningful changes
Focus on decisions that affect confidence: product media, specifications, delivery promises, finance explanations, reassurance and comparison. A different button colour is rarely the main commercial issue.
Keep a decision record
Record the hypothesis, dates, affected pages, measurement and limitations. A transparent experiment log stops teams repeating old work and makes learning reusable.
Put this into practice
Use this guide as a diagnostic, then connect it with the related disciplines below. Furniture growth usually depends on several parts of the customer journey working together.