The CRO Metric Most Brands Ignore: Second-Order Conversion Rate
Most ecommerce teams optimize first-order conversion and miss the metric that predicts profitable growth. Here's how to track and improve second-order conversion rate.
Joshua Warren
CEO, Creatuity
Joshua Warren is the founder and CEO of Creatuity, an ecommerce agency specializing in Adobe Commerce and B2B digital commerce. With 25+ years of experience and 500+ ecommerce projects delivered, he helps manufacturers, distributors, and complex retailers build operations-led ecommerce that scales.
Joshua hosts the Commerce Today podcast and writes regularly on B2B ecommerce strategy, AI-powered operations, and Adobe Commerce platform developments. He is one of a small number of Magento Certified Solution Specialists in the US with deep expertise in enterprise ecommerce architecture.
Areas of Expertise
Adobe CommerceMagentoB2B EcommerceEcommerce OperationsAI-Powered CommerceERP IntegrationDigital TransformationPlatform Migration
Articles by Joshua Warren
Why AI Agents Can't Buy From Your B2B Store (And What to Fix First)
AI purchasing agents are already shopping for your customers' competitors. If your B2B catalog isn't machine-readable, agents skip you. Here's what to fix.
AEO and GEO for Ecommerce: A Practical Strategy for AI Search Visibility in 2026
Learn how to prepare your ecommerce store for AI search with AEO and GEO strategies. Includes platform-specific guidance for Adobe Commerce, Shopify, and BigCommerce.
Introducing Insight Stream: Your Daily Ecommerce Briefing
Stay ahead of the ecommerce curve with Insight Stream — a daily audio briefing that curates the most important news and trends for ecommerce professionals.
From SEO to AEO: The Evolution of Ecommerce Discovery
Discover how AI search is changing ecommerce. Learn the key differences between SEO and AEO, and get a 5-point checklist to audit your Adobe Commerce store for AI visibility.
What Is AEO and Why Adobe Commerce Merchants Need It Now
Learn what Answer Engine Optimization (AEO) is and why Adobe Commerce merchants need it now. Discover how to optimize for ChatGPT, Gemini, and Perplexity to capture AI-driven product discovery.