The Problem with Average Conversion Rate Benchmarks

I am often asked what an 'average' conversion rate is, especially for e-commerce websites, which people find useful when they want to compare their own sites against others, or as a way to set themselves targets for increasing their own conversion rates. The truth of the matter is that this approach is extremely problematic on … Continue reading The Problem with Average Conversion Rate Benchmarks

How to Build a Digital Measurement & Optimisation Framework

Drowning in Data The concept of 'drowning in data' cannot be understated when it comes to digital analytics. Apart from the sheer quantity of information available, the situation is worsened because the tools we use are so terribly fast and effective; it has never been easier to slice, dice and peel your way through such … Continue reading How to Build a Digital Measurement & Optimisation Framework