Articles on conversion optimisation, A/B testing and e-commerce, from 20 years of practice.
E-commerce UX
Average order value (AOV) is the most underrated metric in eCommerce. While marketing teams pour millions into new customer acquisition, they neglect the value already sitting in the basket.
Analytics
According to current industry benchmarks, influencer marketing generates an ROI between 5.20:1 and 18:1.
A/B testing
The average landing page conversion rate is 2.35 percent. The best 25 percent of landing pages reach 5.31 percent.
Analytics
A loyalty programme is a structured reward system that gives returning customers points, discounts or exclusive benefits for repeat purchases and brand interactions. It turns one-time buyers into regulars and systematically raises customer lifetime value.
E-commerce UX
Microinteractions are the subtle responses an interface gives to user actions. A button that gives a little when you click it.
E-commerce UX
Mobile commerce is no longer a vision of the future. It is the dominant sales channel in global retail.
E-commerce UX
Navigation is the main way visitors discover your range, read your content and, in the end, convert. It is not a design detail.
CRO basics
Product descriptions are the most underrated conversion lever in e-commerce. Shops spend thousands on photography and advertising and treat the copy as a necessary evil.
A/B testing
The global eCommerce conversion rate is 2.5 to 3 percent. Top performers reach 3.5 percent and more.
E-commerce UX
Nine per cent of shop visitors leave the checkout because their preferred payment option is missing. That is not a minor issue.
CRO basics
Shops spend thousands on advertising to win new customers and ignore the potential in the visitors they already have. The numbers are clear: personalised recommendations generate 20 per cent more revenue than generic suggestions (McKinsey).
CRO basics
Personalisation is not a first name in an email.
Pricing
Referral marketing systematically lowers customer acquisition costs (CAC). Paid social typically costs €30-100 per new customer; referral CPAs are €1-14.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.