Henkan Insights

Ideas, conversations and signals.

Henkan Insights publishes independent market reports, practical guides and podcast conversations on experimentation, conversion rate optimisation, personalisation, voice of customer and digital analytics, written for e-commerce, product and customer-experience leaders.

Research & guides

The Essential Guide to Generative Engine Optimization (GEO)
Generative engine optimization (GEO) explained: how AI answers cite sources, what the research shows, AI crawler setup, content, tools and e-commerce steps.
The Essential Guide to Conversion Rate Optimisation (CRO)
Conversion rate optimization (CRO) explained: how to calculate it, real benchmarks, the CRO process, where e-commerce sales are lost, ROI and AI.
Measuring Personalisation ROI: Holdouts, Incrementality and Honest Attribution
How to measure personalization ROI: why attributed revenue overstates impact, how to size a holdout group, test incrementality and build a personalisation P&L.
Product Recommendations That Actually Add Revenue: Types, Placement and How to Measure Them
E-commerce product recommendations explained: types, algorithms, placement, merchandising rules and how to measure incremental revenue with a holdout test.
From Customer Insight to Test Backlog: Writing and Prioritizing A/B Test Hypotheses
Turn customer research into a strong A/B test hypothesis: triangulate evidence, compare test prioritization frameworks and run a CRO backlog that learns.
AI Agents in Experimentation: What They Do at Each Step, What Vendors Ship and Where Humans Stay in Charge
AI agents in experimentation, step by step: research, hypotheses, test builds, QA and analysis, what Optimizely, Kameleoon and VWO ship, MCP and the risks.
How to Find Personalisation Segments in GA4 (and Know Which Ones Are Worth It)
Find personalisation segments in GA4: explorations, audiences, predictive audience thresholds, BigQuery RFM, and a method to rank segments by real opportunity.
Funnel and Cohort Analysis: How to Find Where Customers Drop Off and Whether They Come Back
Cohort analysis and funnel analysis, hands-on: GA4 funnel settings, a worked e-commerce funnel, confidence intervals, retention tables, BigQuery SQL and AI.
E-commerce KPIs and Benchmarks: The Metrics That Matter and What Good Looks Like in 2026
Ecommerce KPIs explained: the 15 metrics that matter, formulas, GA4 names and sourced 2026 benchmarks for conversion rate, AOV, cart abandonment and CLV.
On-Site Survey Design: How to Build Website Surveys People Answer
On-site survey design that gets answers: triggers, question wording, length, sample size, NPS/CSAT/CES placement, mobile, GDPR and turning answers into tests.
Segments, Bandits or A/B Tests? How to Personalise E-commerce with Evidence
Multi-armed bandit vs A/B testing for e-commerce personalization: segment with rules, RFM or AI, then prove it with holdouts, bandits and contextual bandits.
The AI Search Visibility Market, 2023–2026: GEO Tools, Funding, Deals and Where Value Goes Next
GEO tools and the AI search market, 2023–2026: AI visibility tool segments, verified funding rounds, Adobe–Semrush and other deals, pricing and what comes next.
The Essential Guide to Product Analytics
What product analytics is and how to use it: event data model, tracking plans, funnel and cohort analysis, retention, North Star metric, tools and AI in 2026.
The E-commerce Personalisation Playbook: 25 Use Cases by Journey Stage
25 ecommerce personalization use cases by journey stage, with the data each needs, effort, risk and how to test it, plus EU pricing and consent limits.
Synthetic Users in Customer Research: What AI Personas Can and Cannot Replace
Synthetic users in customer research: what the evidence says on AI persona accuracy, where LLM respondents fail, how to validate them and when to use them.
Analysing Surveys with LLMs: From Open-Ended Answers to Test Hypotheses
AI survey analysis done right: how LLMs code open-ended answers, where they fail, and an eight-step workflow that turns verbatims into A/B test hypotheses.
Product Page and Checkout Optimisation: A Playbook for E-commerce Teams
Checkout optimization and product page best practices backed by Baymard research: cart abandonment, guest checkout, form fields, payments, tests and EU rules.
AI Search Optimisation for E-commerce Brands: How to Get Your Products Found and Recommended by AI Assistants
AI search optimization for e-commerce: how ChatGPT shopping, Google AI Mode and agentic checkout pick products, the feed checklist and how to track AI sales.
The Essential Guide to Web Analytics for Product Designers
Web analytics for product designers: HEART and SUS metrics, heatmaps and session replay, funnels and forms, Core Web Vitals, accessibility, A/B tests and AI.
Advanced DOM Manipulation for A/B Tests: A Developer's Guide to Robust, Fast and Safe Variations
Write robust A/B test variation code: selectors, MutationObserver, SPAs and React hydration, flicker, Core Web Vitals, XSS and CSP, tracking, QA and Playwright.
How to Build a Culture of Experimentation
Why most test programmes stall and how to build an experimentation culture: leadership, safety, operating models, guardrails and a 90-day plan for any team.
The Essential Guide to E-commerce Acquisition and Retention Channels
Every e-commerce acquisition and retention channel explained: paid search, social, marketplaces, SEO, AI, email, SMS, loyalty, and how to measure them.
Understanding the E-commerce Market Equation
The e-commerce equation explained: sessions × conversion × order value, the online share of retail, returns, costs and which lever moves profit most in 2026.
Which Custom Dimensions to Collect in Your E-commerce Analytics
Which custom dimensions to collect in e-commerce analytics: GA4 limits, a shortlist of 16 dimensions, cardinality, naming, data layer and privacy rules.
DOM Manipulation for A/B Testing: The Marketer's Guide to Changing Web Pages Safely
How visual-editor A/B tests change web pages: the DOM, selectors, what to change yourself, flicker, speed, accessibility, QA and AI editors, in plain English.
JavaScript Injection vs Client-Side vs Server-Side A/B Testing: How to Choose
JavaScript injection, client-side SDK, server-side and edge A/B testing compared: flicker, page speed, SPAs, caching, Safari, SEO, vendors and how to choose.
Beyond the Numbers: How GA4 Actually Works
How Google Analytics 4 really works: events, cookies and User-ID, sessions, consent mode, processing delays, HLL++ estimates, attribution and BigQuery.
A/B Testing Statistics for Marketers: The Models, When to Use Each, and How AI Can Help
A/B testing statistics explained for marketers: significance, sample size, frequentist, sequential, Bayesian and bandit models, which tools use which, and AI.
The Essential Guide to Web Analytics for Product Owners
Web analytics for product owners: North Star and guardrail metrics, tracking plans, funnels, adoption and retention, opportunity sizing, experiments and AI.
The Essential Guide to Web Analytics
Web analytics explained: how it works, the e-commerce metrics that matter, measurement plans, attribution, consent and data quality, tools and AI in 2026.
The Voice of Customer Market, 2000–2026: Platforms, Deals, AI and How E-commerce Teams Should Choose
VoC market map 2026: seven segments, Qualtrics–Press Ganey, Medallia's reset, AI feedback analytics, and how e-commerce directors should pick a tool.
The Digital Analytics Market, 1995–2026: Web, Product and Experience Analytics, and Where Value Goes Next
30 years of analytics tools: Google Analytics, Adobe, Amplitude, Mixpanel, Contentsquare, Hotjar, Segment. Market size, M&A, overlaps, private equity plays and future value.
The Essential Guide to Voice of Customer (VoC)
What Voice of Customer is and how to run it: methods, NPS vs CSAT vs CES, 8 steps, survey design, sample sizes, AI analysis and linking VoC to A/B tests.
User Consent in E-commerce: Everything to Know Before 2027
Cookie consent rules in the EU, UK and US, fines, banner design, consent rates, Consent Mode, A/B testing and what changes in 2027 for e-commerce teams.
Session Replay in 2026: Why You Need It, How to Choose a Tool, and What Changes with AI
What session replay is, why you need it, how to compare Clarity, Contentsquare, FullStory, PostHog and others on free plans, and how to choose in the AI era.
The Essential Guide to Tag Management
How tag management works: tags, triggers, data layers, performance, data loss, server-side tagging, Consent Mode v2, PCI DSS script rules and choosing a tool.
The Essential Guide to Web Personalisation
How to personalise your website: use cases, signals, rules vs bandits, testing with holdouts, flicker and page speed, SEO and accessibility, and a roadmap.
The Personalisation Market, 2000–2026: Platforms, Deals, AI and How E-commerce Teams Should Choose
Personalisation market map 2026: eight segments, the deals from Omniture to OpenAI–Statsig, AI decisioning, the evidence, and how e-commerce teams should choose.
The Essential Guide to Personalisation
What personalisation is and how to do it well: levels, data, methods, a 7-step process, measuring with holdouts, privacy and pricing rules, and common mistakes.
Server-Side Google Tag Manager for E-commerce: What It Fixes, What It Costs
How server-side Google Tag Manager works, what it improves, what it does not fix, hosting costs, Google tag gateway, consent and an 8-step set-up for e-commerce.
The Tag Management Market, 2007–2026: Free Containers, Server-Side Tagging, Consent and Where Value Goes Next
20 years of tag management: Google Tag Manager, Tealium, Adobe, Ensighten, Commanders Act, server-side hosts and consent. Market size, M&A, pricing, AI and PE plays.
The Essential Guide to A/B Testing
What A/B testing is and how to run tests you can trust: the 8-step process, sample size, statistical significance, 10 common mistakes, tools and examples.
The A/B Testing Tool Market, 2006–2026: Size, Funding, M&A and What Comes Next
20 years of the A/B testing software market: market size, $4B+ of deals, investors, Optimizely, VWO, AB Tasty, Statsig, Google Optimize, and what comes next.
Why Prompt-Based Experimentation Belongs on the C-Level Agenda
AI now builds A/B test variants from a prompt. Our 19-test study, the 2026 vendor update and a clear ROI scenario show why test velocity is a board issue.
How AI Is Reshaping A/B Testing: What 19 Prompt-Built Tests Tell Us About Speed, Quality and Limits
We rebuilt 19 real A/B tests with AI prompts: 89% less build time, 11 of 19 at 90%+ fidelity. Where prompt-built tests fail, and how to QA them in 2026.
Voice of Customer: The Missing Layer in Every Optimization Strategy
Why CRO teams measure behaviour but miss the why: Voice of Customer methods, Baymard abandonment data, A/B test win rates, AI analysis and a 30-day plan.
The Experimentation Manifesto: Three Values and 16 Principles for a Test-and-Learn Culture
The Experimentation Manifesto: 3 values and 16 principles to build an experimentation culture and CRO program, with win-rate evidence, a maturity model and AI.

Ideas, conversations and signals.

Research & guides

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