Conversion Rate Optimisation in Madrid

The most expensive conversion problems in a Spanish store are rarely on the product page. They sit in the last two screens, and they are usually about recognition. A shopper who reaches checkout and sees only card fields reads the store as foreign before she has read the total. Bizum has become an ordinary way to pay online in Spain, instalment options carry real weight on higher order values, and the order those methods appear in is testable rather than obvious. We treat the payment option set as an experiment surface, not a plugin decision made once.

The second cluster is the delivery promise. Madrid sits at the centre of the national distribution network, so peninsular delivery expectations are fast — and the same store also ships to the Balearics, the Canaries, Ceuta and Melilla, and increasingly across the EU, where the promise is completely different. Stores that show one estimate for all of it either overpromise and eat the complaints or underpromise and lose the order. Making the estimate honest, specific and visible before the cart is one of the more reliable wins available here.

The third is sizing and specification, which is category-shaped. Footwear and leather goods lose orders and gain returns on EU-to-UK-to-US conversion. Perfumery loses them on concentration and volume ambiguity. Padel loses them on weight, balance and shape being buried below the fold when they are the entire basis of the purchase decision. We research where the leak actually is with session data, site search and support tickets, then test against revenue per session rather than against a click.