Understand customer behaviour patterns through advanced analytics that reveal optimisation opportunities whilst providing insights into customer preferences and pain points. Learn behaviour analysis techniques, user flow optimisation, and experience improvement strategies that enhance customer satisfaction whilst increasing conversion rates. From heatmap analysis to session recordings, master behaviour analytics that guide experience improvements whilst supporting business growth.
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.
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.
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.
