In some of my past work, I’ve help lead product teams or design sites for various types of direct selling of products. And a few past posts discuss some aspects of ecommerce. But you know what? Ecommerce in some ways just isn’t that hard. Yes, it has its many complexities and there’s all kinds of technology coming out all the time to help from the top of the funnel through the bottom and ongoing support, etc. Still, what you’re left with – when you get done with multi-channel attribution, multivariate testings of every element on a detail page, etc. – is a fairly simple binary thing: A prospective customer bought from you or not. And you should have the data to know that. Also, ideally, some direct and inferential knowledge as to where in the sales funnel you’ve lost shoppers along the way. [Read more…]