The Conversion Rate Playbook
CRO is a discipline. Not a redesign.
§01 - What's inside this playbook
Most of what passes for CRO is redecorating. Only 10-20% of A/B tests win, and 60% are stopped early - producing false positives that quietly make sites worse. This 2026 Edition playbook is the disciplined version: how to research where visitors actually drop, the universal speed-and-friction wins to bank first, the anatomy of a converting page, A/B testing without fooling yourself (significance, sample size, and the sample-size math), a scored backlog that beats big-bang redesigns, and the measurement framework that retires the win rate.
After reading, you will be able to
- ✓Research where your site leaks conversions before you test anything
- ✓Fix speed and friction issues and build pages that convert
- ✓Run A/B tests that give trustworthy answers and prioritise the right ones
- ✓Measure CRO beyond the win rate and follow a 90-day plan
Look inside
§02 - Table of contents
- 01The CRO Mindset: Why Guessing Loses
- 02Find the Leaks: Research Before Testing
- 03Speed and Friction: The Universal Wins
- 04The Anatomy of a Converting Page
- 05A/B Testing Without Fooling Yourself
- 06Prioritisation: Testing the Right Things
- 07Measuring CRO: Beyond the Win Rate
- 08The 90-Day Rollout Plan
- 09Common Mistakes & Quick Reference
§03 - Who this playbook is for
- ▲DTC founders whose store works but plateaus
- ▲Sole business owners running their own Shopify
- ▲Ecommerce and growth teams whose CVR sits under the top 10%
New to this? Start here
If you're just starting out and some of the terms are unfamiliar, begin with our free checklists. They explain each area step by step, so the playbook makes more sense when you read it.
§04 - Who wrote this guide
Hotseat is a strategy-led digital agency across Cape Town, London and Amsterdam. The team has run campaigns for Under Armour, ASICS, Knight Frank, Hey Dude and more - the guides package the systems they use every day.
§05 - Frequently asked questions
Who is The Conversion Rate Playbook for?
DTC founders whose store works but plateaus. Sole business owners running their own Shopify. Ecommerce and growth teams whose CVR sits under the top 10%.
What does the conversion rate optimization playbook cover?
24 pages across 9 chapters: The CRO Mindset: Why Guessing Loses; Find the Leaks: Research Before Testing; Speed and Friction: The Universal Wins; The Anatomy of a Converting Page; A/B Testing Without Fooling Yourself; Prioritisation: Testing the Right Things; Measuring CRO: Beyond the Win Rate; The 90-Day Rollout Plan; Common Mistakes & Quick Reference.
How do I receive the guide?
It's a PDF. A download link is emailed to you within about a minute of payment.
Can my team use it?
Yes. Every purchase includes a team licence for up to 10 people, plus lifetime access to updates.
What currency and tax will I pay?
Paddle, our Merchant of Record, shows the price in your local currency where available. In the UK and EU the price shown already includes VAT. Elsewhere, any sales tax that applies is shown next to the price and added at checkout.
