Accessibility on a product page, concretely
Not a policy statement and not an overlay. The seven components on a product page that break, the success criteria they break, and what to do instead.
CATEGORY
Conversion posts
Everything we have written on conversion, 19 posts, newest first.
19 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.
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 decide budget.
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.
Cart drawer or cart page: the test nobody runs properly
Every case study you have read about this measured the wrong number on somebody else’s store. This is what the choice turns on.
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.
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.
Delivery promise: the date that changes conversion
Showing a delivery date helps because it removes a question, not because dates are persuasive. If your date is slow, showing it is still the right call, and it will cost you some orders.
Image and video on product pages: the cost and the payoff
Video helps when it answers a question a photograph cannot. For most catalogs that is a small number of products, and the fourth photo would have done more.
Mobile conversion: the gap between your traffic and your revenue
Most of your sessions are phones and most of your revenue probably is not. Some of that gap is measurement, some of it is intent, and a stubborn part of it is your theme.
Personalization without a personalization 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.
Post-peak: what your data is telling you in December
Peak data is the least representative data you will collect all year, and most of the conclusions drawn from it in January do not survive February.
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