Begin with the decision shoppers are making. Benefits, evidence, variants, price, delivery and returns should be clear without forcing visitors through decorative modules.
Use analytics and customer questions to locate uncertainty. Repeated support enquiries often reveal missing product information more clearly than another generic CRO checklist.
Measure changes with clean event tracking and enough time. Avoid attributing every movement in conversion rate to a single page edit when traffic and promotion also changed.
Choose one high-value journey, document the current evidence and give the next change an owner, a success signal and a review date.