Ecommerce Analytics & Conversion Rate Optimisation
Turn ecommerce data into better decisions, higher conversion rates and profitable growth.
- The real picture
Understand What's Really Driving Your Ecommerce Growth
Ad platforms each take credit in their own way. To understand what is working, you need to combine Shopify, GA4, CRM and advertising data and read them together, rather than relying on platform attribution alone.
- One view across store, analytics, CRM and ads
- Fewer decisions based on attribution alone
- Clear priorities for marketing and product
- Metrics your whole team can trust
- Analytics
Our Ecommerce Analytics Services
The analysis behind our Ecommerce Growth work, available on its own too.
01
GA4 Audit & Implementation
Tracking you can rely on.
02
Shopify Analytics
Reading orders, customers and products properly.
03
Funnel Analysis
Where shoppers drop off and why.
04
Product Performance
What sells, and what actually makes money.
05
Customer Acquisition
The cost and quality of new customers.
06
LTV
Value over the whole customer relationship.
07
Attribution
A realistic reading of each channel.
08
Forecasting
Expected outcomes to plan against.
- CRO
Conversion Rate Optimisation
More conversions from the traffic you already pay for. That makes channels such as Meta Ads and Google Ads more efficient. We prioritise experiments by likely impact and effort.
Where we focus
- Landing pages
- Product detail pages
- Collection pages
- Checkout journey
- Mobile experience
How we improve
Changes are based on evidence and, when traffic allows, tested before rollout.
Evidence before opinion.
- UX analysis
- A/B testing
- Prioritised experiment roadmap
- Shopify implementation
- Method
From Data to Actionable Insights
Seven steps turn raw data into something your team can act on.
01
Collect
Bring sources together.
02
Validate
Check that the data is accurate.
03
Analyse
Look for what matters.
04
Identify opportunities
Find the gaps.
05
Prioritise
Rank by value and effort.
06
Experiment
Test the change.
07
Measure
Confirm what happened.
- KPIs
The Metrics That Matter
A short list of business metrics beats a long dashboard. These are the numbers we use most.
Revenue
Revenue
Total sales, tracked over time.
Margin
Contribution margin
What is left after variable costs.
Efficiency
MER
Total revenue divided by total marketing spend.
Acquisition
CAC
The cost of winning a new customer.
Value
LTV
Revenue or margin over the customer’s lifetime.
Order
AOV
Average order value.
Conversion
CVR
Share of sessions that convert.
Retention
Repeat purchase
Customers who buy again, plus product-level metrics.
- Common questions
FAQs
Definitions and measurement methods. Benchmarks vary too much by category to be useful without context.
Related services
What is ecommerce analytics?
It is the practice of collecting and interpreting data from your store, marketing channels and customers to understand performance and make better commercial decisions.
How do you calculate ecommerce customer acquisition cost?
CAC is total acquisition spend in a period divided by the number of new customers acquired in that period. Decide consistently what you include in the spend, such as media, agency and creative costs.
What is MER in ecommerce?
MER, or Marketing Efficiency Ratio, is total revenue divided by total marketing spend. It gives a whole-business view that does not depend on platform attribution.
How can I improve my Shopify conversion rate?
Start by finding where people drop off. Common areas include product page clarity, mobile usability, delivery information, trust and checkout friction. Prioritise fixes by impact and test where traffic allows.
What is the difference between ROAS and MER?
ROAS measures the revenue attributed to specific advertising against its cost. MER compares all revenue with all marketing spend. ROAS helps with channel decisions, while MER shows overall efficiency.