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- Christmas Eve CRO gold for you
Christmas Eve CRO gold for you
Plus: Clear next steps converted passive browsing into meaningful clicks. Full case study inside
Oliver Kenyon
December 24, 2025
Hey optimizer!
It's Christmas Eve and you're reading a newsletter about conversions. Either you're incredibly dedicated or avoiding family prep duties.
Let me share something quick and valuable before you get back to the holiday chaos.
Highlights of Today’s Newsletter
Design: Adding clear CTAs to homepage collection sections
The Chosen Topic: A recent non Ecom page the team cooked up 🧑🍳
CRO Insight: How to write copy that converts like crazy
Video: What happens when the most optimized template (Surge) is installed on your store (first look walkthrough)
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
Design 🎨
Anatomy of high-converting homepages (Link)
Here's a high conversion landing page structure (Link)
On-Going CRO ⚡️
A/B Test: One tiny bar.
A massive revenue impact (Link)
CRO Around the Web 🌐
Shopify: What Is AEO? Rank in AI Search via Answer Engine Optimization (Source)
Baymard: The Baymard Ecommerce UX Awards 2025 - Recognizing the Top 1% of Sites (Source)
Surge ⚡
We officially sold out all 500, and the support has genuinely meant a lot.
And thank you as well to everyone who’s followed along and patiently put up with me talking about SURGE pretty much non-stop for the past month or so.
I know it’s been a lot, but what a ride it’s been.
The launch itself was a huge success. But in reality, the hard work actually starts now.
Our focus moving forward is very clear:
• Fixing any teething issues
• Working through your suggestions and feedback
• And long-term, partnering closely with our original 500 founders to make SURGE even better and turn it into the beast we know it can become
For those of you who’ve emailed asking when doors will reopen, we will be opening SURGE up again, but not until at least the end of Q1 next year.
We want to stay true to our promise of prioritising the original founders and making sure their launches run smoothly before we scale things further.
Client’s Results
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2025: Our toughest, yet most rewarding year to date. 🚀
I recently ended our virtual Christmas party with one statement:
"You never, ever bet against ConversionWise."
Whatever is thrown at us, we come back stronger. This year was an incredibly tough start, but we proved exactly why this team is world-class.
We didn't just survive; we ended the year with immense strength and a clear runway for a massive 2026.
The 2025 Wrapped:
→ 1,232 Landing page designs
→ $135,831,729 Estimated annual revenue increase
→ 1,563 New Conversion Rate Academy members
→ 15,045,500 Social media impressions
→ 500 SURGE licenses sold
→ 70+ Incredible team members
But beyond the data, it’s the humanity that matters.
What truly gives me joy is seeing the growth of the people behind these numbers.
This year, we’ve celebrated engagements, marriages, and new babies. Seeing the lives of our team members evolve and grow is what makes this journey worth it.
To our team, our clients, and our community: Thank you for standing with us.
Wishing you all a very Merry Christmas and a prosperous New Year.
Never bet against us.
Video Of The Week
What Happens When The Most Optimized SURGE Is Installed on Your Store (First Look Walkthrough)
High Converting Design Inspiration
A recent non Ecom page the team cooked up 🧑🍳
CRO Insight
Adding Clear CTAs to Homepage Collection Sections
The Test:
Adding clear CTAs to homepage collection sections.
The Goal:
To increase engagement and clickthroughs by guiding users toward product collections straight from the homepage.
The Why:
Analytics and heatmaps showed that users were browsing homepage product sections but often failed to continue deeper into the funnel. The control version of the site lacked many call to actions on the homepage. We hypothesized that without direct CTAs, valuable intent was being lost.
The What:
We integrated strategically placed “View Collection” CTAs across the homepage sections (e.g., Jewelry, Earnings, Necklaces etc).
These buttons provided direct next steps.
They motivated users to take action without hesitation.
They converted passive browsing into meaningful clicks.
The Results:
$108,001 per month
$1,296,012 per year (forecasted)
Higher click-through rates into product collections
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