<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089aa72dc9fc41f019c532_651d7ece9dbbab56a2b89605_645a744ff215f54e0af085c2_Deep%252520Dive%252520-%252520Daydot%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Deep Dive - eCommerce Website Optimisation with Daydot</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>24 May 2023</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Wed, 24 May 2023 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <h2>What eCommerce optimisation actually looks like in practice</h2> <p>Most agency teams understand the theory of conversion rate optimisation. The harder question is how to apply it systematically across paid media, mobile experience, and pricing, in a way that moves revenue rather than just metrics. In a roundtable session hosted by The GO Network, the team at <a href="https://daydot.agency/"><strong>Daydot</strong></a>, an award-winning Conversion Optimisation and User Experience agency, shared the frameworks and real-life case studies they use with eCommerce clients to do exactly that.</p> <p>The session centred on three areas where optimisation investment tends to deliver the clearest commercial return: paid media performance, mobile experience, and pricing strategy. What follows are the core takeaways, structured around the principles Daydot shared and the practical steps agencies can apply when advising eCommerce clients or running these programmes in-house.</p> <h2>Symmetrical messaging: closing the gap between ad and landing page</h2> <p>One of the most consistent conversion killers in paid eCommerce campaigns is message mismatch. A user clicks an ad promising a specific product, offer, or tone, and lands on a page that tells a different story. The resulting disconnect, even a subtle one, erodes trust and drives bounce.</p> <p>Daydot's approach to this is built around symmetrical messaging: ensuring that the language, visual hierarchy, and value proposition of a landing page directly mirrors the creative and copy that drove the click. This is not simply about matching headlines. It covers offer framing, imagery, urgency signals, and the sequence in which information is presented.</p> <p>For agency teams managing paid search or social for eCommerce clients, this principle has a practical implication: landing page review needs to be part of campaign setup, not an afterthought. Optimising bids and audiences while leaving the post-click experience static leaves significant revenue on the table.</p> <h2>Understanding user behaviour before redesigning the journey</h2> <p>A common mistake in eCommerce optimisation is jumping to solutions before properly diagnosing the problem. Daydot's session emphasised the importance of understanding <em>why</em> users behave as they do before making changes to the online journey.</p> <p>This means combining quantitative data (heatmaps, session recordings, funnel drop-off analysis) with qualitative insight (user testing, on-site surveys, customer interviews) to build a clear picture of where friction exists and what is causing it. The distinction matters because the same drop-off point can have entirely different root causes. A high exit rate on a product page might indicate unclear delivery information, poor imagery, a trust deficit, or simply that the wrong traffic is arriving in the first place.</p> <p>For agencies, this diagnostic phase is also a commercial opportunity. Clients who are investing in paid acquisition but struggling with conversion are well-positioned to benefit from a structured research and experimentation programme. Framing CRO as a way to protect and improve the return on existing media spend is a more compelling agency conversation than positioning it as a standalone technical service.</p> <h2>Mobile-friendly is not the same as mobile-first</h2> <p>The difference between a mobile-friendly site and a mobile-first site is one of the more important distinctions in eCommerce UX, and one that is still frequently misunderstood. Daydot were direct on this point in the session.</p> <p>A mobile-friendly site is a desktop experience that has been adapted to display adequately on smaller screens. A mobile-first site is designed from the outset around the constraints, behaviours, and expectations of mobile users, and then scaled up for desktop. The practical difference shows up in things like thumb-zone navigation, load speed, form design, and checkout flow, all areas where mobile-friendly adaptations tend to underperform against purpose-built mobile experiences.</p> <p>Given that mobile accounts for the majority of eCommerce traffic across most categories, the gap between these two approaches has a direct revenue impact. Agencies advising clients on site builds or redesigns should push for mobile-first as the default brief, not a feature to be added at the end of a project.</p> <p>Daydot shared a set of actionable mobile-first design recommendations as part of the session, covering navigation structure, CTA placement, image optimisation, and streamlined checkout paths. Each of these represents a testable hypothesis that agencies can take into an experimentation programme rather than deploying as a blanket redesign.</p> <h2>Pricing strategy: testing before committing</h2> <p>Pricing is one of the highest-leverage levers in eCommerce and one of the most underused areas of structured testing. Daydot's session addressed both the mechanics of controlled price testing and the psychological principles that influence how customers respond to price presentation.</p> <p>The case for controlled testing is straightforward: price changes carry commercial risk, and deploying them across an entire catalogue without validation is an avoidable gamble. A structured A/B testing approach allows agencies and their clients to measure the impact of price changes on conversion rate, average order value, and margin before rolling them out at scale.</p> <p>Daydot highlighted five psychological pricing strategies worth building into a testing roadmap. These included charm pricing, anchoring, bundle framing, price presentation sequencing, and scarcity signalling. None of these are new concepts, but the value in Daydot's framing is in treating them as hypotheses to be tested rather than best practices to be assumed. What works in one category or for one customer profile does not automatically transfer.</p> <h2>Putting this into practice</h2> <p>The throughline across all three areas covered in this session is the value of a structured, evidence-led approach to optimisation. Guesswork and gut feel are expensive in eCommerce. Agencies that can bring a rigorous experimentation methodology to their clients, covering the full journey from paid click to checkout, are in a stronger position to demonstrate incremental revenue impact and build longer, more defensible client relationships.</p> <p>If you work in an agency that supports eCommerce clients and you are not yet running a structured CRO programme alongside your media or design work, this is a practical place to start: audit one client's paid landing pages for message symmetry, review their mobile checkout on a real device, and identify one pricing element worth testing. Those three steps alone will surface more than enough to build a compelling case for a wider optimisation engagement.</p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/the-truth-about-ppc-debunking-the-myths-challenges" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">The Truth About PPC: Debunking the Myths &amp; Challenges</span> <span class="gn-related__excerpt">Expert panel covers rising CPCs, ad spend optimisation, and ROI strategy. 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