Insights

Articles on conversion optimisation, A/B testing and e-commerce, from 20 years of practice.

149 articles

E-commerce UX

eCommerce Payment Methods: What 43 Tests Reveal About Payment and Conversion

The payment method is the last step before the purchase. And the step where most customers drop off.

6 min read

A/B testing

Ecommerce Personalisation: What Works, and What Is Expensive Snake Oil

Ecommerce personalisation means tailoring content, product suggestions and offers to an individual visitor’s behaviour. Not to assumptions, not to demographic pigeonholes.

7 min read

Pricing

Cohort analysis: growing ecommerce revenue

Most shop owners segment their customers by demographics.

9 min read

Analytics

Optimise Your Online Shop with Ecommerce Conversion Tracking

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.

7 min read

A/B testing

The power of heatmaps for your ecommerce success

Everyone sees the colours, but few know what they mean. A red spot on a button is good.

6 min read

Analytics

Raise Your Conversion Rates with AI Personalisation

Every other eCommerce consultant sells AI personalisation as a cure-all.

6 min read

A/B testing

Raise Your Ecommerce Conversion Rate for the Long Term

The CRO tool market is a jungle. Google Analytics, Hotjar, Optimizely, VWO, Crazy Egg, FullStory, Clarity, Mixpanel, Amplitude, Unbounce, Instapage: the list never ends.

5 min read

A/B testing