Ecommerce revenue optimisation is the work of finding and closing revenue leaks across acquisition, conversion, basket value and retention, so existing traffic and customers generate more revenue without necessarily spending more to acquire them.

CRO focuses specifically on conversion rate. Revenue optimisation covers CRO plus AOV, retention, pricing and merchandising, since a brand can have a healthy conversion rate and still be leaking revenue elsewhere in the funnel.

It's an audit that quantifies where revenue is being lost across acquisition, conversion, basket and retention, sizing each leak commercially so effort goes to the highest-return fix first, rather than the easiest one.

Through managed merchandising, bundling and cross-sell that surface genuinely relevant additional products, rather than through blanket discounts that erode margin on every order.

By optimising for margin after costs, factoring in discounting, returns and fulfilment cost, not just top-line revenue or conversion percentage.

Most programmes show measurable movement within 6 to 10 weeks, since testing and iteration on high-value levers can move numbers faster than a full platform rebuild.

The revenue leakage analysis sizes each lever commercially, so the highest-value, most tractable leak gets addressed first rather than spreading effort evenly across the funnel.