Insights
Without clean data, conversion optimisation is guesswork. This is about web analytics in e-commerce.
What you will find here
A structured start into data-driven decisions: Academy track Data-Driven Decision Making ↗
Analytics
Google Analytics, Facebook Pixel, Hotjar, Klaviyo, a CRM system, an email tool: each one collects data, but hardly anyone knows which data matters for decisions. The result: dashboards full of numbers nobody reads.
Analytics
Every other eCommerce consultant sells AI personalisation as a cure-all.
Analytics
Shopify is the fastest-growing e-commerce platform in the world. But quick to set up doesn’t automatically mean good at converting.
Analytics
Google Analytics, Shopify Analytics, Adobe, Matomo. Most shops have more data than they can handle.
Analytics
Standard ecommerce tracking shows you what sold. Enhanced ecommerce tracking shows you how it sold, and where the sale fell apart.
Analytics
Web analytics delivers important information about a website’s performance. It lets you understand visitor behaviour and judge how well your marketing strategies work.
Analytics
Understanding how users behave is key to optimising your conversion rate and growing ecommerce revenue. Two effective tools for building that understanding are heatmaps and session recordings.
Analytics
The customer journey is not a straight line. Customers jump between devices, compare prices, read reviews, put decisions off.
Analytics
McKinsey calculated in 2023 that companies with mature personalisation generate 40 per cent more revenue than less data-driven competitors.
Analytics
A shop with €180,000 in monthly revenue ran four A/B tests. Three were colour tests on the add-to-cart button, the fourth a new font in the newsletter form.
Analytics
Most ecommerce shops track too many metrics. They have dashboards with 20, 30, 50 of them.
Analytics
Web analytics without clear goals is like navigating without a destination.
Analytics
Hotjar produces thousands of session recordings. The marketing manager has 12 dashboards.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.