Carolina Dibb set up her own CRO consultancy in 2023 after working with mega brands including Amazon, MR PORTER, and the British Museum Company. At her consultancy she help’s independent eCommerce brands understand customer behaviour and improve website performance through customer insight, analytics and optimisation strategy.

In this episode, Carolina explains how to move beyond surface-level metrics and use customer behaviour data to uncover what’s really stopping shoppers from converting. She shares a practical framework for identifying opportunities, prioritising changes, and making smarter optimisation decisions.

Dive in:

[05:38] Identifying and optimizing narratives

[07:22] Analyzing Metrics and Conversion Rates

[13:26] Optimizing eCommerce conversion rates

[14:24] Challenges of A/B testing in marketing

[19:29] Reviewing metrics for strategic focus

[21:44] Improving product setup processes

[25:27] Insider Tips from Carolina!

Let Customer Behaviour Data Lead Your CRO Strategy

The best CRO decisions start with data, not opinions. Carolina explains that many brands jump straight to solutions before understanding the real problem. Instead, look at your analytics, heatmaps, and customer feedback together to uncover the story behind the numbers. Break your data down by product, page, traffic source, or customer type to find patterns. When you understand how customers actually behave, you can focus your efforts where they will have the biggest impact.

Turn Metrics Into Actionable Insights

A conversion rate is just a number until you understand what is driving it. Carolina encourages brands to dig deeper instead of looking at overall performance alone. Find out where shoppers are dropping off and why. Someone who never adds to cart needs a different solution than someone who abandons checkout. Looking at customer behaviour in context helps you build stronger hypotheses and make smarter optimisation decisions.

Focus on Continuous Improvement, Not Perfect Testing

Not every website change needs a complex A/B test. Carolina says many proven best practices, like adding reviews or improving product descriptions, can simply be rolled out and monitored. The key is to make changes methodically and track what happens afterwards. Review your conversion data regularly and let it guide your next priority. CRO works best when it becomes an ongoing process of learning and improving, rather than a one-time project.

Takeaways:

• Carolina urges us to let data guide website improvements. Stay curious, dig deeper into analytics, and keep an open mind about what really needs fixing in your business.
• Heatmaps are an underrated superpower. They reveal how humans actually navigate your site, showing what gets noticed and what’s ignored. Observing real behavior builds empathy and sharper decisions.
• Don’t get stuck chasing the one magic metric. Carolina recommends layering qualitative and quantitative insights. Pair stats with real customer feedback for that holistic, human-centered perspective.
• Processes protect your learnings. Carolina stresses the value of repeatable SOPs for site changes so you don’t relearn the same things every year. Culture happens in the systems you create.
• Culture of curiosity for the win. Keep asking, observing, and adjusting as the world changes. Making time for monthly reviews ensures brands grow with their ever-evolving customers.

Find the notes here: https://keepopt.com/316