Conversion Tracking

Summer 2025 is over, and while most e-commerce businesses are breathing a sigh of relief after "surviving" another slow season, Matt's post-summer analysis reveals something different—while one business experienced the predicted 50% sales drop, another grew 19% year-on-year by challenging default assumptions and focusing on mobile optimisation and new customer acquisition while competitors pulled back. In this episode, Matt introduces Aurion's "undefault" principle for questioning business assumptions, shares research showing 70% of summer purchases happen in March-May, and provides three practical steps to challenge your seasonal defaults for 2026, proving summer can become a competitive advantage rather than a period to survive.

Jeff Sauer explains how to cut through analytics overwhelm by focusing on the vital 20% of data that actually matters, using his 'eyes on the journey' framework to identify conversion leaks rather than tracking everything. He advocates for an 'anti-A/B testing' approach for smaller sites, emphasizing that fixing obvious problems is more valuable than endless testing when you lack sufficient traffic for statistical significance.

In this episode of the eCommerce Podcast, host Matt Edmundson delves into the world of eCommerce with guest Steven Pemberton, co-founder of Elevatum. They discuss Steven's journey from initial failures in MLM to building successful eCommerce businesses on platforms like Amazon and Shopify, eventually amassing seven figures in revenue. The conversation emphasizes the importance of understanding your ideal customer, boosting average order value, and leveraging different platforms for growth. Steven also shares strategies for increasing conversion rates and the challenges and opportunities of selling on Amazon versus building a standalone brand. The episode is packed with actionable insights for eCommerce business owners looking to break through their growth plateaus.

In this episode of the eCommerce Podcast, host Matt Edmundson welcomes back Fara Rosenzweig, Head of Marketing at Zeals.ai, they discuss the evolving landscape of eCommerce, focusing on how new innovations in AI technology has revolutionised the space.

Discover how video hooks are revolutionising eCommerce advertising, with strategies that deliver 12x ROAS for beauty and lifestyle brands. Nikki Lindgren reveals her systematic approach to creating platform-native funnels, navigating content restrictions, and developing hooks that convert casual browsers into customers through psychological triggers and strategic creative development.

Kristians Sikora reveals that only two out of hundreds of Google Ads accounts he's audited have proper conversion tracking—a fundamental flaw costing eCommerce brands thousands. Discover why Performance Max cannibalises other channels at scale, how standard shopping campaigns outperform automated solutions, and the attribution strategies sophisticated advertisers use to achieve profitable growth whilst competitors struggle with corrupted data and black-box systems.

Leonardo Caracas reveals the systematic playbook that scales eCommerce businesses from six figures to eight figures in 12 months. Discover the four KPIs that predict scalable businesses, why "only a few tests really matter," and the six-step framework that transforms growth trajectory. Learn why modern eCommerce is a content game, how product launch calendars accelerate growth, and the psychology behind pricing optimisation that drives immediate results.

Getting traffic but no sales is the most common problem for new eCommerce entrepreneurs. Using the Jersey Framework—a systematic diagnostic approach covering product selection, website build, conversion experience, marketing, and post-purchase experience—you can identify exactly where your funnel is breaking down. Most often, the problem starts with wrong product selection, followed by unprofessional website design and poor conversion optimisation. The solution requires brutal honesty about your business's weaknesses and systematic fixes rather than hoping for magic tactics.