E-commerce knowledge base
Research, reviews and practical breakdowns: what works in online stores, how to measure change and build a sales system.
UX and UI: what they are and how they differ
UX (user experience) covers all aspects of a person's interaction with a company, its services and its products. UI (user interface) is the part a person directly interacts with on the screen: buttons, menus, forms, fonts, colors, the placement of elements.…
10 Usability Heuristics of Jacob Nielsen for E-commerce: How to Increase Conversion
Jakob Nielsen’s Heuristics are 10 usability principles that help create user-friendly, intuitive, and effective interfaces
Usability
Usability is how easy and convenient it is for people to use a site, an app or any interface to reach their goal. The ISO 9241-11 standard defines usability as the extent to which a product can be used by specified users to achieve specified goals with…
Conversion rate
Conversion rate is the share of visitors or visits in which a person took the action you want: bought, left a request, subscribed. It is counted as the number of target actions divided by the number of visitors (or sessions), multiplied by 100%.
Как найти свои золотые метрики: Руководство по KPI для интернет-магазинов
Краткое руководство о том, как аккуратно и результативно обновить дизайн большого интернет-магазина Перед тем, как
E-commerce
E-commerce (electronic commerce) is the sale or purchase of goods or services where the order is placed or received over computer networks by methods designed specifically for that purpose: a website, an app, a marketplace. Payment and delivery may still…
SEO audit of an online store
An SEO audit of an online store is a check of the site for everything that stops search engines from finding, crawling, indexing and showing the store's pages for the right queries: technical condition, catalog structure, duplicates, meta tags, content and…
A/B test
An A/B test is an experiment in which site visitors are randomly split into two groups: one sees the current version of a page (A, the control), the other sees a modified one (B, the variant), and a metric chosen in advance shows which version performs better.
Technical site audit
A technical site audit is a check of how the site works "under the hood": speed and Core Web Vitals, server response codes (404, 5xx), redirects, robots.txt and sitemap, HTTPS, the mobile version. Its goal is to find errors that stop buyers from using the…