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.
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.