Fix Your Funnel: Simple CRO Strategies to Convert More Customers

In this episode of the 7 and Beyond eCommerce Marketing Podcast, host Greg Shuey sits down with Anthony Morgan, founder of eNavi, a Shopify-focused conversion rate optimization (CRO) agency. Anthony shares his unconventional journey into eCommerce and why many brands mistakenly view CRO as an advanced strategy rather than a foundational necessity. He introduces the intersite funnel framework, a method for breaking down conversion steps into distinct stages—landing page to product view, product view to add to cart, add to cart to checkout, and checkout to purchase. By identifying where drop-offs occur, brands can prioritize improvements that directly impact revenue. Unlike traditional A/B testing, which requires significant traffic and budgets, Anthony advocates for a more qualitative approach, using customer interviews and post-purchase surveys to understand friction points and optimize accordingly.

A key theme of the discussion is the importance of addressing fundamental usability issues before focusing on persuasion tactics. Many brands focus on tweaking button colors or adding urgency messaging when their biggest conversion barriers stem from poor mobile experiences, confusing navigation, or a misalignment between ad creatives and landing pages. Anthony highlights the effectiveness of welcome mats on product detail pages (PDPs), which provide a consistent, on-brand experience for customers arriving from paid ads. This simple change can significantly improve engagement and conversion rates by reinforcing key value propositions upfront. He also stresses that true CRO isn't about running endless experiments—it’s about deeply understanding the customer journey and making iterative improvements that remove friction and build trust.

The conversation wraps up with a broader perspective on how eCommerce has evolved in recent years. As brands move away from the growth-at-all-costs mindset, the focus has shifted toward profitability and sustainable scaling. Anthony explains that brands must not only master their messaging and user experience but also align their financial strategy with their growth goals. By investing in CRO as an ongoing discipline rather than a one-time project, eCommerce businesses can achieve higher conversion rates, maximize their ad spend efficiency, and build a brand that thrives in a competitive market. The episode leaves listeners with a clear message: CRO is not an optional add-on but a core pillar of long-term eCommerce success.

Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Anthony Morgan LinkedIn: https://www.linkedin.com/in/anthonycmorgan/

Enavi: https://enavi.co/

https://www.stryde.com/cro-strategies-to-convert-more-customers/