Articles on conversion optimisation, A/B testing and e-commerce, from 20 years of practice.
Knowledge
Imagine you are standing at a stranger’s front door and you are supposed to hand over money. You will do it if three things are true: you know who lives there.
Knowledge
Picture yourself walking into a restaurant where the menu has two hundred dishes.
Knowledge
Conversion thinking is the mindset that separates a shop that sells by chance from one that scales systematically.
Knowledge
That includes 3D models, product configurators, zoom with hotspots and augmented reality. The aim is to close the information gap between a physical store and buying online.
Knowledge
Cart abandonment is the moment a customer adds products to the cart, starts checkout and then leaves without buying. The average rate in ecommerce is 70 per cent.
Knowledge
User testing in eCommerce is how you watch real people use your shop, before they become customers or leave.
Pricing
According to HubSpot data, content marketing generates three times as many leads per marketing dollar as traditional outbound methods.
Analytics
According to Klaviyo data, email automation generates 25-40% of all email revenue, even though it makes up only 5-10% of all emails sent.
E-commerce UX
The Litmus State of Email Report 2023 puts the average ROI of email marketing at 36:1, and in ecommerce leading players reach 45:1 and more.
E-commerce UX
Forms are the most underrated conversion factor in ecommerce. In a meta-analysis of 48 studies, the Baymard Institute found that 69.8 per cent of all shopping baskets never turn into a purchase.
Analytics
Whether you have to switch to Google Analytics 4 is no longer a question. Universal Analytics was switched off in July 2023.
Analytics
Heatmaps do not replace quantitative analytics.
E-commerce UX
The global e-commerce conversion rate is 2.5 to 3 percent. That means that out of 100 visitors, on average only 2.5 buy.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.