When we evaluate an ecommerce campaign, we usually start with how visitors responded to it. Did they click the message? Sign up for email? Return to an abandoned cart? Complete a purchase? Those are reasonable things to measure, and they help us understand whether the...
A personalization audit can get pretty far without answering the most important question: is any of this actually helping someone shop? It's easy to inventory the technology. We can count recommendation modules, audience segments, targeted banners, triggered pop-ups,...
I've spent a lot of time working with both experimentation and personalization, and one of the things I've noticed is how often they're treated as separate disciplines. A/B testing is typically focused on improving an existing experience. We come up with an idea, test...
When people talk about ecommerce personalization, the examples tend to be pretty familiar. Product recommendations, personalized offers, maybe a different homepage banner based on browsing history. There's nothing necessarily wrong with any of those. But I think we're...
Imagine walking into a store you've never visited before. You're on vacation, have twenty minutes to kill, and decide to look around. You haven't touched anything. You're not even sure you like what they sell. And suddenly a salesperson jumps in front of you....
When people talk about ecommerce personalization, the examples tend to be pretty familiar. Product recommendations, personalized offers, maybe a different homepage banner based on browsing history. There's nothing necessarily wrong with any of those. But I think we're...
Ecommerce teams have access to more customer evidence than ever. Analytics can show where performance changes. Research can tell us where customers struggle. Session recordings show what people actually do. Experimentation tells us what happens when we change the...
An experimentation backlog can be full while a business is no closer to understanding what needs to improve. There are ideas to review, variations to build, results to report, and always another test waiting to launch. From the outside, it can look like a healthy...
Revenue per visitor (RPV) measures how much revenue an ecommerce site generates per visitor. Conversion rate measures how often visitors complete a purchase. They're related, but they don't tell us the same thing, and looking at one without the other can lead to some...
Your home page is the most overvalued page on your site and often the least important page in the actual customer journey. Recently, I posted a simple statement on LinkedIn: “Your home page is the least important page on your site.” The post reached hundreds of...
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