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.

Most eCommerce businesses chase A/B testing whilst missing the brutally effective optimization method that works better: user research. Oliver Palmer reveals why talking to just five customers delivers more insights than sophisticated testing programmes, why software vendors' promised results are rare exceptions, and how to conduct practical user research that uncovers the real barriers preventing purchases—even with limited budgets and traffic.

Discover why "best practices" might be killing your conversion rates and how systematic experimentation beats guesswork every time. AJ Davis, former Google Optimize lead researcher and Experiment Zone founder, reveals the Batman utility belt approach to conversion optimization—combining analytics, usability testing, and A/B testing to drive consistent improvements. Learn why free shipping banners sometimes decrease conversions, how five-person usability studies surface 80% of problems, and why building a culture of experimentation creates the multiplication effect that transforms traffic into revenue.

Most eCommerce businesses let tools substitute for strategy when it comes to analytics, spending thousands on advertising without understanding what actually drives growth. Michael Loban from InfoTrust reveals why measurement plans must come before tool selection, how two to three percent improvements compound into transformative results, and why the coming privacy transformation will force businesses to become more intentional about data collection. Discover the analytics habit that separates growing businesses from those stuck guessing what works.

Discover how automation transforms six-figure eCommerce businesses into seven-figure operations. Richard Schnitzel reveals why automation is a multiplier—amplifying good processes whilst exposing bad ones. Learn the four common pain points draining entrepreneur time, the framework for implementing automation without overwhelm, and why starting with simple data collection delivers compound value. From lead management to post-purchase sequences, explore practical automation strategies that scale your business whilst freeing time for strategic growth.

Discover the realistic timeline for eCommerce profitability and why some startups make money within four months whilst others struggle past 18 months. Darwin Liu reveals the money-wasting mistakes that delay profitability, the automation foundation that multiplies returns, and partnership strategies that accelerate growth. Learn the exact benchmarks successful eCommerce entrepreneurs hit and what to do if you're not breaking even by year one.

Discover how to improve your omnichannel customer service through email, SMS, and push notifications. Rytis Lauris from Omnisend reveals why email marketing delivers 122% ROI, how automations generate 47% of email revenue with just 2% of traffic, and why SMS effectiveness doubled during COVID-19. Learn the essential marketing automations every eCommerce business needs, when to use each channel, and how to build subscriber lists that actually convert into long-term customers.

After sending over 100 million emails, Gabriella Rapone reveals why most eCommerce businesses have email marketing completely backwards. Forget subject line tactics—email reputation is the foundation nobody teaches. Discover why Gmail users aren't your most profitable subscribers, why you should sell clicks instead of products, and the three daily principles that transform email performance. Learn which email service providers support growth versus churn, why understanding your list makeup matters more than open rates, and how to stop driving blind with your biggest revenue channel.

Discover what true customer focus looks like for eCommerce businesses through insights from Neil Roberts, Product Director at Moo and former Digital Strategy lead at Eurostar. Learn why "surprise and delight" often backfires, how to prioritize fundamentals over flashy features, and practical techniques for identifying friction points using free tools. From the toilet queue principle to the seat map story, explore real-world examples that challenge conventional eCommerce wisdom and reveal how getting out of customers' way creates better experiences than clever design ever could.

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.

Discover how to sell luxury goods online without discounting. Casey Golden reveals why high-end eCommerce requires abandoning conventional conversion tactics in favour of service-as-product thinking. Learn the psychology behind luxury purchases, how to build trust with high-value customers, and practical steps for creating concierge experiences at scale that justify premium pricing.