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...
As we start 2026, a lot of teams are still running experimentation programs that look busy but do not move the business in any meaningful way. They are shipping tests. They are reporting results. They are optimizing metrics. And yet, very little actually changes. The...
Revenue per visitor measures the revenue generated across everyone in your measured audience. Conversion rate measures how often a defined purchase or action happens. For ecommerce growth, use them together: conversion rate helps explain purchase behavior, while...
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...
Intent-driven promotions don’t treat discounts as the focus they align every offer with the visitor’s purpose on site. Promotions aren’t the issue. They aren’t going away. And they’re not “bad” for your business. The real issue is how promotions show up. Most DTC...
For years, vendors have positioned 1:1 personalization as the endgame. The "segment of one." The idea that every visitor gets a perfectly tailored experience built just for them. It sounds great in a pitch deck. It rarely survives real ecommerce conditions. The...
When we removed top-page promotions, something unexpected happened. Revenue went up. This experiment proved that removing promotions increases revenue by keeping shoppers focused on what they came for—not chasing discounts. For years, the assumption has been simple:...
An adaptive PDP strategy changes how you think about product detail pages. Most teams treat a PDP like a single, fixed template — but that only works until your traffic mix changes. That works until your traffic mix changes. A PDP often plays two very different roles....
Zero-party data personalization is growing into the linchpin of conversion-driven on-site experiences. Rather than inferring what a visitor wants, imagine they willingly share a preference, intent or context, and you immediately reflect that in their site experience....
Every December, the same tension shows up. Shoppers arrive with intent and deadlines, but the site still treats them like browsers with time to spare. They do not want to wade through endless filters. They want help. The fastest way to give it is an on-page Christmas...
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