Belecart, by Henry Beleck
E-commerce, growth and the technology behind the cart.
Belecart is an independent digital growth project by Henry Beleck, exploring the strategies, systems and tools behind modern online commerce.
What this covers
E-commerce
Online stores, customer journeys, checkout, product pages and storefront experience.
Growth
Acquisition, experimentation, funnels and sustainable online growth.
Marketing
Paid acquisition, SEO, lifecycle marketing and customer retention.
Analytics
Tracking, attribution, measurement and understanding customer behavior.
Automation
CRM, workflows, integrations, AI and marketing automation.
From the journal
Why Most E-commerce Funnels Leak Before Checkout
Customers rarely disappear at the payment step. They disappear earlier, in places that produce no error and show up in no report.
The Metrics I Look at First When Reviewing an Online Store
Seven numbers, and why each one is misleading until you read it next to the others.
When Increasing Ad Spend Stops Making Sense
Budget is the fastest lever a marketing team controls. Here is how to tell when it has stopped being the right one.
What I Check Before Trusting E-commerce Analytics
Reconciliation, duplicate events, payment redirects and consent. The checks that decide whether a dashboard means anything.
Where Marketing Automation Actually Saves Time
Automate repetitive processes, not unclear ones. What that rule looks like applied to carts, CRM and reporting.
From traffic to cart, and everything in between.
Digital commerce is more than advertising or building a storefront. Belecart looks at the entire system: how customers discover products, how websites turn attention into action, how businesses measure performance and how technology makes those processes more efficient.
Short notes
Checkout friction
Small UX decisions can have a measurable impact on purchase intent.
Tracking
Before optimizing campaigns, make sure the data being used to evaluate them can actually be trusted.
Retention
The customer journey does not end when an order is placed.