Getting traffic only matters if you can convert it.

There are so many websites, new ones launched every day but only a few generate revenue because they are able to convert traffic into paying customers.

This is not something easy to achieve, in fact, for most eCommerce businesses a purchase conversion takes more than one micro-conversion which might include: Ad click — email subscription — email click — purchase.

By definition, Conversion rate is the percentage of visitors who took the desired action.

The main examples of conversions events to track in eCommerce include:


Every right decision in e-commerce is based on valid metrics.

The most successful businesses understand their online store’s performance and know which areas they need to improve in order to grow.

Email marketing is definitely one of the cheapest and most convenient ways to communicate with your prospect and loyal customers.

But it is only effective if the recipients are engaged and responsive to your messages.

This is why it’s important to measure the performance of your email campaign to see if we are actually achieving our goals or not.

In this article, we are reviewing 5 crucial email marketing…


A product page is where e-commerce customers spend most of the time and make the final decision about completing a purchase.

If you are running PPC campaigns, the products page might be as well the first impression a prospective customer has of your online business.

The importance of a good product page is immense — it is the page where you showcase your products and give customers a reason to make the final buying decision.

The structure of your product page can make or break your sales and in this article, we’re covering the 5 elements that all high converting…


The most significant challenge e-commerce businesses are facing every day is turning potential buyers into customers.

Statistically, 81% of online-store customers abandon their shopping carts before completing a purchase.

This means, regardless of the product quality or popularity, cart abandonment is the biggest obstacle every e-commerce retailer has to overcome.

What is cart abandonment?

Shopping cart abandonment occurs when a buyer adds one or more items to the shopping cart and then leaves before completing the transaction.

Just imagine entering a grocery store, filling up your shopping cart with all the goodies, and then leaving it at the counter.

While it is improbable for…


One of the key elements in growing an online business is building your email list.

Collecting contact information from your (prospective) customers and building valuable relationships with them can have a beneficial effect on your online business.

Email marketing is known to be responsible for 23% of online sales.

However, creating a successful email campaign can be challenging, and many retailers give up after not seeing the expected results.

It is important to have a clear email marketing strategy to follow, before running an email marketing campaign.

Here are 5 proven email marketing campaigns you can run to generate additional…


In the first part of the churn article series, we looked at customer churn in the eCommerce business, why it’s important to track and how to track it.

In this part, we are going to be looking at the only thing marketers are interested in when it comes to churning — how to reduce churn.

As established earlier, customer churn is the silent killer.

Customer acquisition is important but if you can’t retain the acquired customers, your business can’t survive in the long run.

Here’s why

A typical eCommerce store depends on paid advertising as the main source of customers…


As a marketer, you spend time creating articles, ads, videos, or emails trying to communicate and persuade your visitors to make conversions like purchases, subscriptions, or tweets.

But conversions like these rarely happen if the content created doesn’t appeal to the audience it’s designed for.

Segmentation permits you to divide your audience into identifiable groups and send targeted and more personalized content that better suits your target audience depending on their age, location, device, or interests.

In today’s marketing environment, not knowing who you are talking to or trying to reach is taking a risk to let your message fall…


A few years back, when more and more marketing channels started coming up, marketers saw the need to save time on data reporting tasks by aggregating data from all their channels.

Simply because, instead of focusing on improving campaign performance, they were spending most of their time exporting performance data to create reports for their clients or bosses.

As a solution, Mikael Thuneberg founded Supermetrics to act as a data connector.

A pipeline that helps marketers effortlessly gather data from multiple sources like Google Analytics, Google Ads, Facebook Ads, and other platforms.

Into destination platforms like Google Sheets, Google Data…


CAC is the customer acquisition cost. Definitely one of the most important #metrics for eCommerce businesses.

For any eCommerce business to run profitability, it’s customer acquisition cost has to remain lower than the customer lifetime value.

But what happens if you are not calculating your CAC correctly?

A Lot of misinformed decisions can be made.

In this article, I want to show you why your CAC is wrong and that starts with the formula used.

The key point to remember in this article is that Ad platforms/channels are trying to be as greedy as possible to take as much credit…


If it can be measured, it can be improved.

This is a two-step process that forms the foundation on which every experiment and analytics project is built — measurement and improvement.

Where measurement is about collecting data and analyzing it so you know what it means to derive useful insights from it.

Then use those insights to make an improvement.

Many tools have been developed for marketers to measure different aspects of their campaign ranging from web to product analytics tools.

Mixpanel is one of the most widely used product analytics tools used to track user interactions within a website…

Mike Wagaba

Marketing at Humanlytics.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store