Set Up Conversion Tracking Your Store Can Trust
A couple of years ago, Shopify’s native analytics were bare bones. You got revenue and sessions. Useful for a glance, rubbish for ecommerce conversion tracking…
John Butterworth
Your Traffic Decides Which A/B Tests You Can Run
The first A/B test on a typical Shopify store targets button colours. Green versus blue, maybe rounded corners versus square. Those tests rarely shift revenue…
Customer Retention In Ecommerce Starts Before The First Order Lands
Ask an ecommerce owner what they are doing about customer retention in ecommerce and you will hear about an email sequence, a points balance, or a win-back discount. All three of those start after the parcel has landed. I run an ecommerce SEO agency from Manchester, and in the audits I do the second order … Read more
Pick An Ecommerce Platform You Will Not Have To Migrate Off
Work out how to choose an ecommerce platform and you find three permanent decisions. Your product URL path, how much of the theme template you can edit, and whether you can touch the checkout. Everything else on the usual criteria list can be changed after you launch. So most of how to choose an ecommerce … Read more
The Black Friday Jobs You Cannot Start In November
Black Friday 2026 lands on Friday 27th November, with Cyber Monday on the 30th. From today that's 106 days. Timing decides more than most Black Friday advice admits. I am John Butterworth, and the Black Friday audits we run from my Manchester agency have turned up the same problem for eleven years. The August brief … Read more
What Your Store’s Search Does When A Shopper Spells It Wrong
Your search box works. Type a product name in yourself and the right thing comes back, which is why it has never made a list of things to fix. That is exactly why I went looking. I ran a test on a batch of live storefronts that I would like you to repeat on your … Read more
What Is Merchandising In Ecommerce (And Which Decisions Are Yours)
Ecommerce merchandising is the set of decisions about which products a shopper sees, in what order, and how each one is described. Every store has already made those decisions. That makes what is merchandising in ecommerce a question about your own collection pages before it is a question about software. I've spoken at the SEO … Read more
Headless Ecommerce: What It Is (And Whether Your Store Needs It)
Ask what is headless ecommerce and you tend to get an architecture diagram. The plain version is this. Your storefront becomes a separate application that asks your commerce platform for products, prices and stock through an API. Your catalogue, your cart and your checkout still run on the platform. It stops deciding what your pages … Read more
The Checks Your Store Fails (And The Ones Your Platform Already Handled)
Every ecommerce website checklist opens with the domain and the hosting, moves to the theme and the product pages, and ends at the payment gateway and launch day. That sequence is how you build a store. It is a poor sequence for checking one, because it starts with the work Shopify and WooCommerce already did … Read more
What To Put On An Ecommerce About Page (And In What Order)
Your About page is probably the oldest copy on your store. It gets written in an afternoon during launch week, linked from the header and the footer, and then left alone for years. I have spent eleven years running organic search for ecommerce stores at Mint SEO, where we took Hidden Garden Flowers from 251 … Read more