9 CRO Trends In 2025: Why Omnichannel Experimentation Is More Important Than Ever

As CRO evolves, 2025 is shaping up to be a year when customer expectations, technology, and data privacy smash together. But if there’s one trend that merges them all, it’s a growing realisation of omnichannel experimentation.

Yes, I get it "omnichannel", which, for those who know me, I usually describe as a bit of a w@#ky buzzword. But at its core, it underlies something incredibly practical: understanding your customer wherever they interact with your brand, using first-party data to personalise their journey, and testing across all those touchpoints to improve performance.

In short, it’s not just about your website anymore - it’s about optimising the whole customer experience. I’ve been harping on about this with those I’ve been fortunate to work with for probably the last 10 years or so, and since January, that’s been a key observation and question from our clients at blubolt.

Here’s a look at some of the top CRO trends we’re seeing and being asked about in 2025, with examples from leading brands.

1. Personalisation at scale.

I’m really excited about this: it's scary and amazing at the same time, but now thanks to AI and mainstream access to machine learning, personalisation in 2025 can go way beyond "Hi, Andy!". From dynamic content blocks to product recommendations that adjust in real-time, our e-commerce sites are delivering personalised journeys like never before.

But while the big players are leveraging sophisticated tech stacks, what about smaller Shopify brands or growing e-commerce businesses?

The good news is that hyper-personalisation doesn’t have to break the bank. Tools like Klaviyo or Shopify's own customiser features allow merchants to personalise emails, product recommendations, and on-site content based on browsing history, purchase data, or even simple quiz responses.

Simple flows like "abandoned cart" emails or dynamic content blocks based on returning visitors can make a big difference without complex integrations.

Sephora is a good example of a company that has integrated AI-powered recommendations both online and in-store. Their virtual try-on tool and synced "Beauty Bag" create a joined-up journey that reflects real-world behaviour, increasing conversion and retention.

It doesn't matter if you're a global brand or offer a niche product via eCommerce, the principle is the same: show users what matters to them most, when it matters most.

2. Zero-Party data is driving personalisation.

It's old news now, but as we rely more on first-party data to support our marketing efforts, in CRO, zero-party data is now at the forefront. Zero-party data is data we gain from customer choices, from quizzes to style preferences. This self-personalisation provides data to drive deeper insight into intent and is often more accurate than inferred behaviour. As CRO teams can open up the possibility to increase the information customers willingly share with us as brands.

Have you ever considered using PDP micro-interactions (such as size preference or style filters) to collect this kind of data passively, then use it to drive personalisation across the customer journey? It's a great way to focus and tailor product retargeting campaigns.

3. Mobile-first is non-negotiable.

If you’re like many eCommerce teams and still making decisions for your eCommerce website on a desktop, you should probably think again. In 2025, mobile shopping is expected to continue its dominance, extending beyond browsing. We’ve seen a significant increase in mobile devices accounting for the majority of traffic and transactions across our client sites, indicating that mobile optimisation is essential. Every tap, scroll, and form field has to work harder than ever before, or you’ll be losing conversions.

For smaller eCommerce teams, this means ruthlessly prioritising the mobile experience. Get your phones out and walk the customer journeys yourself; don't just rely on staple features like fast load times and intuitive navigation. Ensure that essential calls to action, such as "Add to Cart" or "Buy Now," are always visible. Instead, get in there yourself, make your colleagues do it, and ask friends and family what’s working well and what frustrates them.

You’ll uncover essential steps within the journey that just don’t feel right. For example, add-to-cart flows on mobile can be clunky due to form fields (such as size selectors and dropdowns), or worse, non-responsive layouts, or poor product imagery. Taking time to focus and walk the journey yourself, you’ll see firsthand what needs to be optimised and help lead your business towards significant improvements in your mobile user experience.

4. AI-Driven testing & automation.

Perhaps this one’s not a trend, more of an aspiration from me. Still, AI is no longer just analysing test results for us - it’s actively generating hypotheses, helping to automate test rollouts, and dynamically adjusting content based on user behaviour.

From tailoring homepage content to refining delivery estimates, AI frameworks are reshaping how eCommerce brands optimise in real time.

I feel we’re all aware that Amazon is an excellent example of this, leveraging its machine learning platform Amazon Personalise to dynamically adjust homepage content based on each user's shopping history, device type, and location.

It's crazy, but what would be individual tests for us to set up, Amazon now automates through AI. For example, mobile users might see shorter product descriptions and different CTAs than desktop users. Amazon also utilises machine learning models, technology, and big data to provide real-time, highly accurate delivery estimates, taking into account traffic, weather, and route optimisation. This approach has helped Amazon improve platform engagement, increase cart conversions, and reduce customer support queries related to delivery.

5. Social proof is going 2.0.

I know everything is going 2.0 or 3.0 these days, but many eCommerce brands are beginning to understand that trust sells; however, overly curated User-Generated Content (UGC) doesn't cut it anymore. It’s funny, as I recently had a conversation about the importance of reviews within the commerce journey. UGC is just that, yet now, as the consumption of short-form video influences us, consumers want relatable, unfiltered social proof, real reviews, photos from real customers, and content that reflects what their own experience will likely be.

WYSE London provides great examples of both brand and UGC that reflect products in reality, using video reviews, TikTok-style UGC, or even short testimonial carousels embedded directly in PDPs to reinforce trust in key moments.

6. Omnichannel CRO strategies are the new standard.

Back to my w@#ky buzzword - as shoppers jump between devices, social platforms, emails, and even physical stores, your experimentation strategy needs to follow them. I’ve always believed that optimisation stretches across the Customer Experience (CX) of our business - from onboarding to POS displays, all the way back to abandoned cart emails and the direct feel of the product or service.

It’s far from a new feature in my world of optimisation and growth, but it's certainly becoming more apparent. I first considered omnichannel experimentation in late 2019 at the start of the pandemic. At that point, I was focused on improving the customer journey for investment customers for The Royal Mint. Powered by zero-party data, we were able to merge the customer journey between devices and personalise it based on the type of investments our customers were making. This ensured that we could tailor the experience to the customer, regardless of the channel they were using, thereby increasing consistency in the experience and brand message.

Nike’s "App at Retail" goes a little further than what we were doing back then, by allowing customers to reserve products, scan items in-store for info, and access personalised offers regardless of how they shop. Likewise, whilst a little simpler, Marks and Spencer is another good example with their Sparks’ personalised offers - just going to show that omnichannel CRO for the real world is becoming mainstream and blending digital and physical experiences seamlessly.

7. Micro-conversions steal the spotlight.

It's essential to recognise that not every win translates into a sale. I’ve written about this earlier this year, and in 2025, more of us in eCommerce are finally turning our attention to the moments before the sale - these are the micro-conversions that indicate intent and progression to convert. Read more about micro and nano conversions and how they can drive eCommerce growth.

The subtle signals of behaviour are some are bigger than others, such as add-to-wishlist, filter engagement, time spent watching a product video, clicking on size guides, or hovering over product images. Each one represents a moment of consideration that, when measured properly, helps teams diagnose where the customer journey succeeds or just adds to the friction.

But here’s the challenge: tracking everything can be overwhelming to begin, and also, journeys and customer interactions can change. So, how do you prioritise?

The previous article goes into much more detail, but start by aligning your micro-conversions with specific funnel stages. For example, if your biggest drop-off occurs on the product detail page, track events such as "add to cart," "size guide opened," or "image zooms." These are indicators of buyer intent that happen right before a macro-conversion.

Similarly, on a blog or guide page, measure clicks on internal product links or newsletter sign-ups. Then, act on that data. If people are opening your size guide but not converting, improve it. If lots of users are adding to the wishlist but not checking out, consider retargeting strategies or triggered emails.

Hey, here’s a challenge for you - set yourself an action this week for you and your team to review where most user drop-off occurs and map which micro-conversions take place immediately beforehand. These touchpoints often reveal small but powerful opportunities for optimisation and experimentation.

8. Messaging that’s true to form.

A strong value proposition, delivered simply, is compelling. I always hark back to Simon Sinek’s TED Talk when I talk about value propositions, and I’m surprised by how many have yet to listen to Simon talk about the people not buying what you do, but instead why you do it. In 2025, as evidenced by the conversations I’ve been having, more brands are stripping back the fluff and leading with why their products exist and make a difference for their customers.

For eCommerce businesses like Green People, which have strong values threaded throughout their business, this focus is a simple one. Presenting product copy that focuses on emotive benefits, whether that be supported by the how and what.

9. Emerging technology takes a seat at the table.

While still niche and out of reach for some, AR, VR, and voice continue to carve out their place within the customer journey. In my world, and based on personal experience with voice search and in-home support knowledge bases, as well as order updates and data gathering, these considerations are slowly becoming a priority for UK brands. Other use cases surround product demos, size fitting, or virtual consultations and concierge services that brands starting to test now will stay ahead in the space.

AI has enabled technology to excel in this space, with examples including virtual dressing rooms and AI-generated product images. I am consciously aware of how safe this is and how accurately these products are represented. Are we as eCommerce businesses or maybe technologists clouding the judgment individuals have by faking it to make it in the world of personalised eCommerce?

TikTok’s lens filters are a powerful example, and Sephora has taken this into physical experiences with their smart mirrors to simulate makeup application in real time. Documenting an increase in conversion rates by up to 90% and (to be expected) boosting dwell time, which we know to be a direct correlation to an increase in conversion.

Enhancing the shopping experience, it is easy to see the true value for the consumer, but I’m really intrigued by its power to also reduce returns and improve confidence in purchase decisions, going some way to help lower buyer's remorse post-purchase.

CRO without borders.

So, the big picture in 2025? The truth is, CRO isn’t just about tweaking landing pages, but for me, it never was. It’s about building holistic customer journeys - testing everything from PDP layouts to automated flows, email timing, and even in-store QR scans or customer service calls.

The most forward-thinking brands like Nike and Amazon aren’t running tests in silos. They’re connecting data, aligning teams, and optimising every step of the customer journey. They’re also proving that omnichannel experimentation isn’t just a buzzword; it’s a practical, results-driven approach that ensures every marketing pound stretches further.

By understanding customers across devices, channels, and behaviours, we, as eCommerce businesses, can drive greater ROI from each experiment.

For smaller or growing eCommerce teams, omnichannel CRO might sound out of reach. But that’s just not true; if you’re spending money on advertising, it's an area you should really be considering.

Begin by mapping your customer journey, from your Instagram Ads to the product detail page (PDP), email to checkout, or even in-store interactions. Then, identify opportunities to test and personalise at each stage. Even modest experiments, like syncing product recommendations across email and PDPs, can create a lift in performance. This approach is also a great way to understand what your behavioural tracking is falling foul of, and the visibility of your ROI is missing.

So if you're thinking about CRO this year, think big, well, at least to begin with. Think about your end-to-end customer journey. And most of all, think about what truly helps your customer make a confident, informed decision—that’s where the real opportunities for growth are.

If you're not sure where to start or need help building a testing roadmap across your Shopify store and other channels, let’s talk. Whether it’s refining PDPs, personalising checkout, or optimising retention, we can help you bring data and creativity together to unlock real results.

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