Cyber Week is over. The retention window is open
Post-BFCM retention is decided by the parcel, the returns process and the timing of the second contact — not by the discount you send in December.
CATEGORY
Conversion posts
Everything we have written on conversion — 21 posts, newest first.
21 posts on conversion
CategoryConversion
After the first big day: reading the numbers correctly
On the Saturday morning there are two analyses available and only one of them is due. Read what broke and act on it; leave every conclusion about channels, cohorts and conversion until the refunds have landed.
Post-purchase upsell: the offer after the money
Mechanically it is the safest upsell there is. Commercially it is decided by one number nobody calculates first: the share of your orders Shopify will let it appear on.
Accessibility on a product page, concretely
Not a policy statement and not an overlay. The eight components on a product page that break, the success criteria they break, and what to do instead.
Personalisation without a personalisation platform
Shopify already gives you segments, recommendations and the logged-in customer in Liquid. The wall is the anonymous first-time visitor, and most platforms are sold on the wrong side of it.
Customer segments that are worth building
A segment earns its existence when something specific happens differently because of it. Most stores have thirty segments and four decisions.
Cart abandonment email is not a conversion strategy
It recovers less than the report claims, it only reaches people who already gave you their address, and it is usually a plaster over a checkout problem you could fix.
Reviews, UGC and the trust layer of a product page
Every percentage you have been quoted for what reviews do to conversion came from a company selling reviews. The mechanism is real; the number is not transferable.
Image and video on product pages: the cost and the payoff
Video helps when it answers a question a photograph cannot. For most catalogues that is a small number of products, and the fourth photo would have done more.
Attribution models: what to believe after the cookie
Every platform reports a different number and each is internally consistent. Pick one as the ledger, treat the rest as opinion, and test the things that actually decide budget.
Search relevance: synonyms, typos and the catalogue you have
Search cannot return a word you never wrote down. Most relevance projects are catalogue projects that somebody has mislabelled.
Wishlist, save for later, and the intent you are ignoring
A wishlist is a retention feature that most teams buy as a conversion feature. That mismatch is why so many of them end up with a heart icon nobody measures and a dataset nobody reads.
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