Every ecommerce business has months that feel smooth.
And every ecommerce business has months that feel like constant problem-solving.
For The Cabin Luggage Company, this was one of those months where challenges showed up daily — and I’m sure many store owners will recognise the same pattern.
Because when you’re running an ecommerce brand, there are usually two things you can’t ignore:
- Product selection
- Conversion rate
And that’s exactly what we focused on.
The Two Things We Spent Almost the Entire Month On
This month, we spent nearly all of our time working on just two areas:
1) Finding New Brands to Stock
Growth doesn’t just come from more traffic.
Often it comes from improving what you’re selling.
Adding the right new brands gives customers more reasons to buy, increases average order value opportunities, and helps the store feel stronger and more trustworthy in the category.
It’s one of the most important levers for long-term growth.
2) Updating the Site to Increase Conversions
The second focus was making the buying experience smoother.
Because traffic without conversion is wasted spend.
And improving conversion rate doesn’t always require a redesign — it requires deliberate improvements to the shopping journey.
Clarity, trust, speed, and simplicity usually win.
The Work Behind the Results: Session-by-Session Review
A big part of this progress came from the effort put in by Will McClymont.
Will spent a huge amount of time reviewing sessions in Microsoft Clarity, going through customer behaviour one session at a time.
That process generated:
- feedback based on real browsing behaviour
- hypotheses to test
- and a long list of improvements to implement
This is what proper CRO looks like.
Not guessing.
Watching what people do, identifying friction, and turning it into measurable changes.
The Result: A 24% Increase in Conversion Rate
After the work this month, we increased the conversion rate by 24%.
That’s a meaningful improvement — especially when it’s driven by site updates rather than increased spend.
But it also highlights an important reality:
These wins are never “free.”
They come from hours of effort, attention to detail, and a willingness to keep testing.
The Reality: It Took Around 24 Hours of Work (Before Research Time)
The improvements took around 24 hours of implementation work, not including research time.
That matters, because conversion rate growth isn’t something you “switch on.”
It’s something you earn through the process.
Through repeated review, testing, iteration, and refinement.
The One Debate We Still Had
Even after all the changes, one question came up during the process:
Should the product name appear above the product gallery, or below the product gallery?
It’s a small detail.
But small details influence buying behaviour.
And those tiny decisions are often what separate a good PDP from a high-converting one.
Why Small Decisions Create Big Outcomes
The longer you work in ecommerce, the more you realise that:
Conversion rate is built through hundreds of small decisions.
Not one big idea.
Not one “secret hack.”
It’s:
- what the customer sees first
- what they understand immediately
- what reduces doubt
- what makes the product feel trustworthy
- what helps them move forward without friction
Final Thought: The Ecommerce Mindset Is Built Through Repetition
This month was full of challenges.
But it was also full of progress.
And the biggest lesson is simple:
If you treat ecommerce like a craft and keep improving the fundamentals, results follow.
From agency thinking to ecommerce thinking.
That’s where the real growth happens.