Blog · eCommerce

THE ARITHMETIC OF YOUR STORE

For brands that already sell. Every post takes one number from your store, shows how it is calculated and ends in what moving it is worth.

← All lines

September 24, 2026

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Repeat purchase rate: the second order

Repeat purchase rate is the share of customers who order twice. The formula takes one line; what one point of it is worth takes a calculation.

Cart abandonment rate formula: not your benchmark

September 23, 2026

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Cart abandonment rate formula: not your benchmark

The cart abandonment rate formula is one line. Published averages run from 70.22% to 77.55%. The rate that decides is yours, read at both gates.

A glass prism on a dark optical bench splits one green beam into a broad, dim beam and a narrow, bright one

September 22, 2026

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Ecommerce conversion rate: the average isn't yours

Ecommerce conversion rate is orders over sessions. Published averages disagree two to one; the number that decides is yours, split by device.

Free Shipping Threshold: the Margin-Safe AOV Formula

September 21, 2026

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Free Shipping Threshold: the Margin-Safe AOV Formula

A free shipping threshold isn't a guess — it's your AOV plus a margin buffer for the shipping you give away. Here's the formula.

UX Design Audit: What Free Tools Don't Find

September 18, 2026

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UX Design Audit: What Free Tools Don't Find

A ux design audit is priced at $500; the read is what costs money. What a paid review finds that free tools can't, and what three fixes are worth.

Product page optimization: four signals that stop a sale

September 9, 2026

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Product page optimization: four signals that stop a sale

Most product pages lose revenue on four unanswered questions. Here's what each signal costs you per month, with the arithmetic done on your own numbers.

Checkout optimization: the four fields that kill orders

September 4, 2026

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Checkout optimization: the four fields that kill orders

Four structural checkout leaks — extra fields, late costs, payment gaps, trust failures — each with a revenue cost you can calculate tonight.

LTV CAC ratio: *why 3:1* is the wrong target for most stores

September 2, 2026

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LTV CAC ratio: why 3:1 is the wrong target for most stores

The 3:1 LTV:CAC ratio is borrowed from SaaS. For a DTC store with thin margins and slow payback, it quietly masks a cash-flow problem. Here is the math.

AOV meaning, formula and what it tells your store

August 28, 2026

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AOV meaning, formula and what it tells your store

AOV meaning: total revenue divided by orders in a period. The formula, a worked example, and what €5 more per order is worth annually.

A wooden grain measure heaped well above its rim on a shop counter, with a straight strickle stick lying beside it.

August 25, 2026

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Customer lifetime value: the formula, and the three inputs everyone gets wrong

LTV inflates itself. Three inputs do it — revenue instead of margin, an undeclared horizon, and a repeat rate measured on the customers who stayed.

A pallet of sealed cardboard boxes in a stockroom, grain spilling from a split seam in the lowest box.

August 24, 2026

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Ecommerce conversion rate optimization: where the revenue actually leaves

Conversion is rarely one big leak. It's four small ones that multiply — and the arithmetic tells you which to fix first, using three numbers you already have.

August 21, 2026

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Customer acquisition cost: the formula, and the number that decides where your next dollar goes

Everyone calculates CAC. Almost nobody does the subtraction that comes after it — the one that decides whether your next dollar buys more traffic or a better conversion rate.

The next step is five days long.

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Flamel · 2026