It's much easier for people to remember a story, real or imagined.
Does your webshop have a story? Do you include your customers? Give people a story they can relate to,what it's use is and how it helps them. It'll help them remember and makes it much easier to tell their friends about your business.
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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.