1. Abstract
Most e-commerce sites don’t have a traffic problem - they have a conversion problem. And increasingly, they have two audiences to convert: humans, and the AI agents that shop on their behalf. This full-day, hands-on workshop takes you from CRO foundations to advanced practice: we tear apart the pages that matter most, expose the mistakes that quietly kill conversions, and build the skills to find and fix friction for both kinds of visitor. At the center of it all sit your unique selling propositions: clearly defined, well-targeted USPs are the single strongest answer to “why buy here?” - whether the question is asked by a human or by an AI agent choosing between a hundred stores. The afternoon dives into AI in the CRO workflow and agentic e-commerce - how to keep your store persuasive to people and legible to machines. Minimal theory, maximum practice: real-site teardowns in groups, individual worksheets, and frameworks you can apply on Monday morning.
 
2. Agenda

• What CRO really is (and isn’t): conversion math and the optimizer’s mindset
• Foundations: how users decide, research methods, and finding friction
• Page-by-page deep dive: homepage, category and product pages - typical mistakes, trust, and USPs as the “why buy here?” engine
• Cart, checkout, forms and mobile + prioritizing what to fix first
• Experimentation essentials: hypotheses, prioritization and A/B testing
• AI in CRO: what genuinely works in research, experimentation and delivery
• Optimizing for two audiences: agentic e-commerce, and making your store convert humans and AI agents alike

3. Objectives

• Give participants a complete, practical CRO toolkit: how to research users, diagnose friction, and prioritize what to fix first
• Walk through every key e-commerce page type and the most common conversion-killing mistakes on each
• Survey a working experimentation process: forming hypotheses, prioritizing tests, and avoiding the classic A/B testing traps
• Help participants define, sharpen and place their USPs - the key to conversions for humans and AI agents alike
• Show where AI concretely helps (and where it doesn’t) in CRO research, experimentation and delivery
• Prepare every participant’s store to convert both humans and AI shopping agents, with a concrete agent-readiness checklist

4. Target audience and prerequisites
E-commerce founders and webshop owners, in-house marketers and e-commerce managers, and digital marketing professionals who want to grow revenue from existing traffic - from human visitors and AI agents alike. No prior CRO knowledge is needed for the morning; the afternoon rewards practitioners who already run experiments.

The workshop focuses on ecommerce stores, but the principals and most methods are valid for any landing page and any conversion scenario. 

5. Technical requirements
Attendees should bring a laptop and, ideally, have access to their own site and analytics - participants apply what they learn to their own store as the day progresses.