Alexander Granovskiy
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Case Study - Google Ads Optimization
Case Studies

Case Study - Google Ads Optimization

Grow profitable traffic - higher ROAS and lower CPA. What it does * Feed cleanup * Query sculpting * Right campaign types * Disciplined bidding * Landing page congruence * Steady creative testing Key moves Feed * Improve titles * Validate GTIN * Fill attributes * Fix disapprovals Structure * Split brand vs non-brand * Use Performance Max with assets * Use Standard
05 Nov 2025 1 min read
E-commerce KPI Scorecard Playbook
Playbooks

E-commerce KPI Scorecard Playbook

Core commerce Traffic * Site sessions Conversion * Conversion rate - % of sessions that purchase Order economics * Average order value (AOV) - revenue per order Revenue identity * Revenue - sessions x conversion x AOV Digital marketing Efficiency * Paid ROAS - revenue from paid ads / ad spend * Blended ROAS - total revenue / total paid spend Unit economics * CAC
22 Oct 2025 1 min read
Sitewide Conversion Rate Benchmark Uplift - Directional Ranges Playbook
Playbooks

Sitewide Conversion Rate Benchmark Uplift - Directional Ranges Playbook

Purpose Use these directional uplift ranges to size opportunities, prioritize tests, and set realistic expectations for sitewide conversion rate impact. How to use * Treat ranges as directional and context-dependent * Use the lower end for small iterations and mature programs * Use the upper end for larger redesigns, major fixes, or
08 Oct 2025 1 min read
Growth Playbooks
Playbooks

Growth Playbooks

Paid ads (Google and Microsoft) * Feed quality - titles, GTIN, attributes, availability * Query sculpting - negatives, match types, campaign structure * Bidding hygiene - ROAS targets, device and geo splits, dayparting * Landing page congruence - message match and speed * Creative testing cadence - new ads weekly, winners promoted SEO and content * Technical hygiene - faceted nav rules,
24 Sep 2025 1 min read
Marketplace Operations Playbook
Playbooks

Marketplace Operations Playbook

Objectives Maximize Buy Box share, GMV, and contribution margin while protecting account health and CX. Health metrics * Buy Box share - % of eligible detail page wins * Order Defect Rate (ODR) - A-to-Z, negative feedback, chargebacks * Late shipment rate - % of orders shipped after promise * Pre-fulfillment cancel rate - % canceled before ship
10 Sep 2025 1 min read
Website Usability - Findability & Discovery Playbook
Playbooks

Website Usability - Findability & Discovery Playbook

Navigation & Findability * Main menu with clear categories * Search-first UX: auto‑complete, typo tolerance, synonym handling, zero‑results fallbacks * Layered navigation Product Discovery & Content * Scannable PLP cards (price, rating, key attribute); quick‑view without losing position * PDP above‑the‑fold essentials: title, price, prime benefits * Credibility: verified eKomi
27 Aug 2025
Website Usability - Checkout & Accessibility Playbook
Playbooks

Website Usability - Checkout & Accessibility Playbook

Checkout & Forms * One‑page Fast Checkout with minimal fields; address autocomplete/validation * Real‑time inline validation; friendly error copy; preserve user input on errors Accessibility (WCAG 2.2 AA) * Proper labels, roles, focus order; keyboard‑navigable menus & filters * High‑contrast text; visible focus states; alt text on imagery/
13 Aug 2025
Operations & CX Playbook
Playbooks

Operations & CX Playbook

Objectives Hit SLAs, reduce WISMO, lower returns while protecting margins. Core SLAs * Order cutoff times by zone * Pick-pack time targets * On-time ship % by channel * Delivery promise accuracy * Handling time policy per marketplace * Weekend and holiday rules Process flows * Exception handling for OOS, address issues, fraud reviews * Backorders and
30 Jul 2025 1 min read
Performance & Speed Playbook
Playbooks

Performance & Speed Playbook

Goal * Sub-second TTFB * High cache-hit ratio * Stable p95 latency under load Dynamic webpages caching * Cache dynamic HTML for key templates like Home, PDP, and PLP * Use query-string-aware cache keys per URL and query * Cache safely - avoid caching personalized or session-dependent responses Edge delivery and optimization
16 Jul 2025 1 min read
Security Defense Layers - Edge & Server Playbook
Playbooks

Security Defense Layers - Edge & Server Playbook

Purpose * Minimize attack surface at the perimeter and web server before application code runs * Default-deny invalid or abusive traffic, and log for investigation Defense layers Edge perimeter filtering * Block traffic by country or region to reduce bot and scanner traffic before it reaches the site IP and domain restrictions
02 Jul 2025 1 min read
Security Defense Layers - Application Playbook
Playbooks

Security Defense Layers - Application Playbook

Purpose * Admit only validated inputs and execute database operations safely * Reduce risk of injection, traversal, and session abuse Defense layers Input canonicalization and sanitization * Remove directory traversal tokens and null bytes * Normalize percent-encoding * Strip disallowed characters * Collapse repeated separators and whitespace Query-parameter allow-list and validation * Process only
18 Jun 2025 1 min read
Build vs Buy: E-commerce Platform - Pros Playbook
Playbooks

Build vs Buy: E-commerce Platform - Pros Playbook

Custom (Build) - Pros * Tailored to your domain, complex workflows, and unique UX. * Full performance control (caching, data models, infra) and scale economics at volume. * Own the roadmap; avoid vendor lock‑in and forced deprecations. * Deep integration flexibility with legacy/ERP/warehouse and bespoke services. * Unit economics: no per‑order platform
04 Jun 2025 1 min read
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