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Practical guides and news on SEO, digital marketing and web design — strategy, optimisation and case studies.
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Category structure determines both what Google sees and how quickly the customer reaches the right product. A well-designed store hierarchy does not start with the menu or with ERP naming, but with real demand.
Checkout determines whether the cost of acquiring traffic turns into revenue or an abandoned basket.
Cross-sell and up-sell work best when they shorten the path to a sensible purchase rather than increasing pressure.
Increasing the number of returning customers without a loyalty programme starts with removing the reasons why a customer does not want to come back.
Seasonality in e-commerce does not forgive late decisions, because the biggest demand appears briefly and quickly increases competition in search…
On a product page, photos are not decorative — they are sales tools. Customers look at them to replace the lack of physical contact with the product…
A niche store wins when the customer finds the right product faster and gets answers to their pre-purchase questions.
Reducing returns starts not with making the process harder, but with better matching the offer to the buyer’s real expectations.
The online store homepage should help the user move on, not keep them there for long.
