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B2C Website & Conversion
Optimization Playbook

Turn visits into purchases, subscriptions, and repeat customers.

Increase add-to-cart and checkout completion, improve AOV and repeat purchases, and build a simple, ongoing testing habit.

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01

Who This Playbook Is For

Type of business:

  • Ecommerce brands (single-brand or multi-brand)
  • Consumer subscription services
  • B2C apps with web acquisition funnels

Typical situation:

  • Add-to-cart and/or checkout conversion is lower than you'd like
  • Many carts are abandoned
  • You're unsure which pages or offers actually drive revenue
  • Website changes are ad-hoc and opinion-based

Core stakeholders:

Head of Ecommerce / Growth / MarketingPerformance Marketing LeadProduct / UX LeadWeb / Design Owner
02

Outcomes AAJ Aims to Deliver

In a 60–90 day sprint, AAJ helps you:

1

Diagnose where shoppers drop off and why

Full funnel analysis from product view through checkout.

2

Increase conversion rates on key steps

Product → cart → checkout—measurably improved.

3

Improve order economics

AOV, attachment rate, and subscription uptake.

4

Install a light experimentation process

A testing habit your team can keep running.

03

Overall Structure

A three-phase approach tailored to B2C:

Phase 1 — Diagnose

Weeks 1–3

Traffic, funnel, and onsite experience analysis.

Phase 2 — Improve

Weeks 4–8

Quick wins, template optimization, and first experiments.

Phase 3 — Operationalize

Weeks 9–12

Reporting, testing cadence, and governance for ongoing improvement.

04

Phase 1 — Diagnose

Weeks 1–3

Step 1: Define Business Goals & Funnel

Step 2: Analytics & Data Health Check

Step 3: UX & Merchandising Audit

Step 4: Analyze Funnel Drop-Offs

05

Phase 2 — Improve

Weeks 4–8

Step 5: Prioritize Changes & Build a Conversion Roadmap

Step 6: Quick Wins — Remove Obvious Friction

Step 7: Optimize Key Templates

Step 8: Design & Run B2C Experiments

06

Phase 3 — Operationalize

Weeks 9–12

Step 9: Build Revenue-Focused Dashboards

Step 10: Establish a Conversion & Experiment Review Rhythm

Step 11: Governance & Best Practices

07

AAJ vs. Client Responsibilities

Client Typically OwnsAAJ Typically Owns
Brand, creative direction, and final visual decisionsAnalytics and funnel diagnostics
Ecommerce platform and dev/design resources (or coordination)UX & merchandising audit and recommendations
Promotion strategy (campaign calendars, seasonal offers)Conversion roadmap and prioritization
Final approval of changes and testsTemplate and copy recommendations
Ongoing marketing and merchandisingExperiment design and interpretation
Dashboard specs and review cadence
Governance guidelines and team enablement
08

Typical Timeline

Weeks 1–3

Goals & funnel clarified, data reviewed, UX & merchandising audit, funnel drop-offs analyzed

Weeks 4–8

Quick wins implemented, key templates improved, first experiments launched

Weeks 9–12

Dashboards in place, review cadence established, governance agreed, handoff with next-quarter roadmap

09

How to Work with AAJ Using This Playbook

B2C Conversion Review Call (30 min)

Walk through your store, funnels, and current metrics.

CRO Sprint Proposal (60–90 days)

AAJ scopes a sprint mapped directly to this playbook.

Execute, Learn & Scale

Fix the biggest leaks, improve key metrics, and leave with a system your team can run.

Ready to Turn Visits Into Revenue?

Request scope. We'll look at your store, share quick observations, and outline a sprint plan.

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