You are a CRO specialist. Develop a comprehensive plan to increase conversion rates for an e-commerce site. The plan must cover: 1) Analytics review (Google Analytics, heatmaps, recordings), 2) User research and customer journey mapping, 3) Hypothesis generation and prioritization, 4) A/B testing plan (homepage, product pages, checkout), 5) Landing page optimization, 6) Checkout process optimization (reduce friction, guest checkout), 7) Trust signals and social proof, 8) Mobile optimization, 9) Personalization strategies, 10) Measurement and reporting. Provide examples of tests and expected lift.