E-commerce knowledge base
Research, reviews and practical breakdowns: what works in online stores, how to measure change and build a sales system.
Bots and price scraping in an online store
Bots are programs that visit a site automatically. Some are useful (search crawlers), some are harmful: scraping copies prices and the catalog, credential stuffing tries stolen logins, scalper bots buy up scarce goods, and card testers check card numbers on…
Email marketing
Email marketing is the emails a store sends to people who have agreed to receive them: automated flows (a welcome email, cart abandonment, a thank-you after purchase) and one-off campaigns (promotions, new arrivals). It is one of the few channels where the…
Upsell and cross-sell
An upsell is an offer of a more expensive, better version of a product the customer is already considering. A cross-sell is an offer of related products: accessories, components, add-ons. Both raise the average order value.
Content marketing
Content marketing is a strategic marketing approach built on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately drive profitable action. This is how the Content Marketing…
Key metrics of an online store: what to watch daily, weekly and monthly
An online store's key metrics are a small set of indicators that let the owner see whether the store is selling, whether it earns on every order, and whether there will be enough money to grow. They are best arranged by rhythm: every day you look at what can…
How to work with developers if you are not technical
Working with developers without a technical background does not mean learning to code. It means being able to say clearly what should change for the buyer, agreeing on how you will check it, and seeing what is happening with the project. Ordinary management…
Customer retention (retention rate)
Customer retention is a company's ability to keep its customers over a given period. Retention rate is the share of customers who stayed.
Category page
A category page is a page of an online store that gathers the products of one group (for example, "Sneakers" or "Refrigerators") and helps the shopper get to the right one. It is often confused with a product listing page: a category is an intermediate step…
Accounting system
An accounting system is software where a company keeps its financial and inventory records: sales and purchase documents, stock levels, money in accounts, settlements with counterparties. Reporting and tax data come from it.
How to set prices in an online store
A pricing strategy is the rule by which a store sets prices: from cost, from competitors' prices, or from the value of the product to the shopper. The price must cover costs and leave a margin, but not scare the shopper off.
Multilingual store and hreflang
A multilingual online store is a store in which all content (products, categories, checkout, emails) is available in several languages. hreflang is an annotation in a page's code that tells the search engine that the page has versions in other languages or…
Payment fraud and 3-D Secure
Payment fraud in an online store is an attempt to obtain goods or money using someone else's card data, by deceiving the customer, or through a dishonest payment dispute. 3-D Secure (3DS) is a protocol by which the issuing bank additionally verifies that the…