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- The updated CRO playbook for the AI era 📘
The updated CRO playbook for the AI era 📘
Plus: The offer that guided users to best sellers fast. Plus Moon Juice, the CRO playbook, and next week's dinner
Oliver Kenyon
July 08, 2026
Hey optimizer!
Just your weekly dose of conversion goodness dropping into your inbox.
We've got some interesting bits to share today, so let's get into it.
One Week Out: The FMCG Dinner Everyone's Trying to Get Into
Summer Soirée 2026 lands in exactly one week and the room is nearly locked 🥂
60 to 80 curated founders, over half doing £5m+ in revenue. Invite-only. No lanyards, no sponsor stages, no one selling from the front.
This year we're going deep on retention, LTV, and the new loyalty playbook.
Thomas Robson-Kanu is headlining the keynote, the guy scored the goal that took Wales to the Euros semi-finals then built one of the UK's biggest wellness brands.
Add a brand panel with founders from Prime Time, SULT, and Aiye Growth Ventures and you've got the sharpest FMCG minds in the country in one room.
Then the program wraps and the afternoon is yours. Almost four hours of unlimited drinks, great food, and conversations that actually turn into something.
📅 15th July 2026
🕐 12:00 till 18:00
📍 Jin Bo Law, London
Capped at 80 brands. Free for approved guests. Every application gets reviewed and we're down to the final spots, so get yours in today or you're hearing about it after the fact.
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
I've just updated our BIGGEST EVER CRO playbook.
Learn how to SKYROCKET your conversion rates in the AI era.
Today it's yours for FREE. (Link)
Today marks a huge milestone for us.
After months of work, hundreds of conversations with brands, countless late nights, and more iterations than I can remember...
We're excited to introduce the next generation of ConversionWise (Link)
Client’s Results
Running an agency definitely has its ups and downs, but days like today make it all worthwhile.
New clients coming on board that we get to help grow, and winning tests generating hundreds of thousands of dollars in additional revenue.
Blessed. 🙏
Moon Juice has a premium product.
My goal wouldn't be to change that.
It'd be to make the value feel even more premium while making every buying decision easier.
No analytics. No heatmaps. No customer data.
Just what I'd test first from a UX/CRO perspective after 13+ years optimizing Ecommerce brands.
1. Cart
The cart shouldn't just collect orders. It should encourage bigger ones.
Turn free shipping into visual progress
Make cross sells feel curated, not random
Show savings clearly before checkout
Add trust where purchase anxiety is highest
Keep the path to checkout distraction free
2. PDP
Premium products deserve premium communication.
I'd test:
Trust higher up the page
Benefits before ingredients
Simpler variant selection
Make the subscription the obvious choice
Give the best value option more visual weight
3. Homepage
Beautiful imagery gets attention. Clear messaging gets conversions.
I'd test:
Immediate trust signals
A stronger value proposition above the fold
Outcome led headlines
Faster access to best sellers
More obvious CTAs
Benefit icons that help visitors understand the product in seconds
The biggest gains rarely come from redesigning everything.
They come from making the next decision feel effortless.
That's usually where the money is.
Hundreds of Thousands From One Winning Test
We helped drive $542K in forecasted annual revenue by testing one simple homepage update:
A clickable announcement bar with a clear offer.
No layout changes. No dev work.
Just one line at the top:
“Free Shipping For Orders Over $120! SHOP NOW”
Linking straight to a curated best-sellers collection.
The goal?
- Increase Revenue Per Session
- Highlight a high-intent offer
- Guide users to proven products faster
By giving users a clear incentive and a direct path, we reduced friction and moved them closer to purchase.
It worked.
The results?
+$45,225 per month
+$542,700 per year (forecasted)
+$1.238 revenue per session
One bar. One message. Real impact.
If your homepage isn’t built to guide intent, you’re leaving revenue on the table.
🚀 Want to Reach 40,465+ E-commerce Store Owners?
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