- growth#conversion rate optimisation#cro#ecommerce conversion
Conversion rate optimisation: the audit that comes before the A/B tests.
Most CRO advice starts with A/B tests. Wrong order. Learn the audit-first process: where conversion actually leaks, what to fix outright, and when testing earns its place.
Jun 15, 20264 minRead - growth#keyword research#ecommerce seo#search intent
Keyword research for ecommerce: intent before volume.
How to do keyword research for an online store: map intent to page types, find buyer keywords, and stop chasing volume that never converts.
Jun 15, 20264 minRead - growth#content marketing#ecommerce seo#content strategy
Content marketing for ecommerce: start at the bottom of the funnel.
A content strategy for online stores that earns revenue, not just traffic: comparison pieces, buying guides and the publishing order that compounds.
Jun 15, 20264 minRead - growth#landing pages#conversion#paid traffic
Landing pages: why your ads point at the homepage and what it costs.
Paid traffic deserves a dedicated landing page. Here is the message-match principle, the anatomy of a page that converts, and when the homepage is actually fine.
Jun 15, 20264 minRead - retention#abandoned cart#cart abandonment#email automation
Abandoned cart recovery: the flow everyone has and almost nobody tunes.
Cart abandonment averages just over 70%. Most stores run one default email against it. Here is the full recovery sequence, the timing, and what to tune first.
Jun 15, 20264 minRead - retention#klaviyo#email flows#lifecycle
The eight Klaviyo flows that cover most of lifecycle revenue.
The eight Klaviyo flows every ecommerce store needs, in build order: welcome, abandonment, post-purchase, win-back and more, with timing and tuning notes.
Jun 15, 20264 minRead - retention#sms marketing#retention#lifecycle
SMS marketing: the channel that punishes laziness fastest.
SMS marketing for ecommerce done properly: Australian consent rules, the sends that earn the channel, frequency limits and how SMS pairs with email.
Jun 15, 20264 minRead - retention#email deliverability#sender reputation#email marketing
Email deliverability: why your open rate fell and it wasn't the subject line.
Why emails land in spam: authentication, sender reputation and list hygiene, plus the Gmail and Yahoo bulk sender requirements and a recovery plan.
Jun 15, 20264 minRead - retention#win-back#lapsed customers#retention
Win-back campaigns: when a lapsed customer is worth chasing.
How to run a win-back email campaign properly: calculate your real lapse point, segment lapsed customers by value, run a short sequence and know when to stop.
Jun 15, 20264 minRead - retention#loyalty programs#retention#repeat purchase
Loyalty programs: the maths that says whether yours should exist.
Do loyalty programs work? The honest maths: when points pay, when they just discount your best customers, and the simpler alternatives to try first.
Jun 15, 20264 minRead - paid#google ads#ppc#paid search
Google Ads management: the account structure that stops wasted spend.
How to structure a Google Ads account so spend stays accountable: brand separation, negatives, search terms hygiene and the weekly operating routine.
Jun 15, 20264 minRead - paid#performance max#google ads#shopping campaigns
Performance Max: what you give up for the automation.
What Performance Max actually does, the visibility you trade away, the brand-traffic problem, and how to run PMax so it earns its automation.
Jun 15, 20263 minRead - paid#paid media budget#marketing budget#media planning
How to set a paid media budget when you don't trust your attribution.
A practical method for setting a paid media budget: work back from contribution margin, size spend for learning, and govern with MER instead of platform ROAS.
Jun 15, 20264 minRead - paid#creative testing#facebook ads#paid social
Creative testing: the volume problem nobody budgets for.
Creative is the targeting now. A practical testing framework for Meta ads: concepts before variations, a sustainable production cadence, and fatigue signals.
Jun 15, 20264 minRead - analytics#ga4#ecommerce tracking#analytics setup
GA4 ecommerce tracking: the events that matter and the discrepancies that don't.
The GA4 ecommerce events that actually matter, the setup checklist, and why GA4 never matches Shopify. A practical guide for store owners.
Jun 15, 20264 minRead - analytics#attribution#marketing analytics#measurement
Attribution: why every model is wrong and which one to use anyway.
First click, last click, data-driven: every attribution model is wrong differently. A practical measurement stack for small ecommerce that still makes good decisions.
Jun 15, 20264 minRead - analytics#server-side tracking#conversions api#tracking
Server-side tracking: what it fixes and what it doesn't.
Server-side tracking and the Conversions API in plain English: what signal it recovers, what it can't, the real costs, and who actually needs it.
Jun 15, 20264 minRead - analytics#ecommerce kpis#metrics#reporting
The ecommerce KPI stack: twelve numbers in three tiers.
The twelve ecommerce KPIs that matter, organised in three tiers: weekly operating numbers, monthly health checks and quarterly strategy metrics.
Jun 15, 20264 minRead - infrastructure#site speed#core web vitals#performance
Site speed: the fixes ranked by effort against payoff.
Site speed fixes ranked by effort against payoff: images, scripts, apps, fonts and hosting. Why speed moves conversion and where to start this week.
Jun 15, 20264 minRead - infrastructure#shopify#woocommerce#platform choice
Shopify vs WooCommerce: the decision is about operations, not features.
Shopify vs WooCommerce, compared on what actually differs: who carries the operational burden, the real cost shape, flexibility, and when each one honestly wins.
Jun 15, 20264 minRead - infrastructure#website migration#seo#replatforming
Website migration: how to move platforms without losing rankings.
A website migration SEO checklist: redirect mapping, pre-launch benchmarks, launch-day verification and the monitoring window that catches problems early.
Jun 15, 20264 minRead - grant#non-dilutive funding#grants#funded programmes
Non-dilutive funding: what it is and who it actually suits.
What non-dilutive funding is, how it compares to equity and debt, who it suits, and what the operating burden really looks like.
Jun 15, 20265 minRead - grant#grant readiness#funded programmes#grant application
Grant readiness: the checklist funders wish you'd run first.
A grant readiness checklist covering governance, financials, project definition and delivery capacity, so the application writes itself and the audit holds.
Jun 15, 20264 minRead - grant#grant budget#grant application#funded programmes
Grant budgets: building one a funder can approve without questions.
How to build a grant budget bottom-up: cost categories, justification lines, in-kind contributions and the admin caps question, with a worked structure.
Jun 15, 20264 minRead - grant#milestone reporting#grant compliance#funded programmes
Milestone reporting: the cadence that keeps funded programmes calm.
How milestone reporting works on funded programmes: capture evidence as you deliver, report on the funder's rhythm, and never reconstruct from memory.
Jun 15, 20264 minRead - ai#workflow automation#operations#ai
Workflow automation: pick the boring processes first.
What to automate first in a small business: the selection test, build options from native features to custom, and the maintenance truth nobody mentions.
Jun 15, 20264 minRead - ai#ai#small business#productivity
AI for small business: the four uses that pay and the rest that don't yet.
A practical guide to AI for small business: the four use cases earning their keep, the human-checkpoint rule, and the hype to skip without guilt.
Jun 15, 20264 minRead - growth#ecommerce seo#seo strategy#organic traffic
Ecommerce SEO: where the compounding traffic actually comes from.
How ecommerce SEO actually works: technical foundations, category pages, product pages and content, in the order that compounds. Practical checklist inside.
Jun 15, 20265 minRead - paid#programmatic advertising#programmatic marketing#dsp
Programmatic advertising: when it earns its complexity and when it doesn't.
Programmatic advertising solves a problem most small businesses don't have. Here's when the complexity is worth it, when it isn't, and the three buys that work without a DSP at all.
May 22, 20266 minRead - growth#technical seo#seo audit#ecommerce seo
Technical SEO audit: what a real one finds that the automated tools miss.
Screaming Frog and Ahrefs will dump 4,000 issues on you. About 40 actually matter. A real technical SEO audit is the work of separating the two — here's the shortlist.
May 22, 20268 minRead
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