Short, practical notes on funnels, profit and customers. New posts also go out with the weekly summary.
How small ecommerce teams can do marketing attribution well: first click vs last click, a UTM naming system, and using order attribution data in WooCommerce.
A practical guide to customer lifetime value for small ecommerce stores: the simple formula, cohort tables, a worked example, and what actually raises it.
Why shoppers abandon carts in WooCommerce, which numbers to measure before changing anything, and the order in which fixes tend to pay off.
The formula for net profit per order, a worked example with a table, and the five mistakes that make most stores overstate what they earn on each sale.
A plain explanation of the ecommerce conversion funnel: five stages, what each one measures, commonly cited benchmark ranges, and what to fix at each step.
Most WooCommerce reports show you what happened. These nine numbers show you what to do next, and how to read each one.