When we are presented with an interesting piece of information, we want to know more!
Curiosity is an important motivator of our behavior. It's important for the discovery, development and improvement of ourselves and the world around us. As a webshop owner you can trigger this in several ways. You can present your visitors with interesting information, give a demo, show how the lives of others was greatly improved by your product or let people actually use (a tuned down version of) your product. The key is to tease people to give them just enough to want more!
Recently I've seen some (often absolute) statements going around, generally in the line of "open source commerce platforms are a terrible idea". Now of course different solutions always have different pros and cons.
A hierarchy of evidence (or levels of evidence) is a heuristic used to rank the relative strength of results obtained from scientific research. I've created a version of this chart/pyramid applied to CRO which you can see below. It contains the options we have as optimizers and tools and methods we often use to gather data.