Oushk Pharmacy

Oushk Pharmacy already had strong traffic and solid conversions, but a significant blind spot was holding them back. Limited visibility through GA4 meant key user behaviours were going unseen, and with only partial data, identifying drop-off points and basket issues was largely guesswork. The business was performing well, but had no reliable way to see where the next level of performance was hiding.

The objective was to gain full, accurate insight into how customers were actually using the site, and then act on it. This was not a traffic problem or a promotional problem; it was a visibility problem, and solving it was the route to unlocking growth that already existed but could not yet be seen.

mtc implemented Matomo to gain full visibility across the entire user base, replacing partial sampling with a true understanding of how customers were engaging with the site. With complete data in place, our marketing and design teams identified where users were dropping off and where the basket experience was failing, then recommended targeted UX and conversion changes.

Those changes were delivered rapidly by our development retainer team, with ongoing coordination through a dedicated Account Manager. This joined-up model, analytics informing design, design delivered by development, all managed in one place, meant insights turned into live improvements quickly rather than sitting in a report.

It is easy to assume that a site with strong traffic and solid conversions is already optimised. Oushk Pharmacy shows the opposite: the biggest gains were not in acquiring more visitors, but in finally being able to see what the existing visitors were doing. When your analytics only show part of the picture, every optimisation decision is a guess, and you cannot improve what you cannot measure.

As we look at the eCommerce landscape in 2026, there are three areas where even high-performing sites are flying partially blind. Taking our work for Oushk as an example, here are the things to consider when assessing your own setup.

What we found by working on Oushk Pharmacy:

Incomplete analytics quietly cap performance. Moving to full visibility with Matomo was the single change that unlocked everything else. The 50% revenue uplift came from decisions that were previously impossible to make with confidence, because the data to support them simply was not there.

The basket is where revenue leaks fastest. Reducing the abandoned basket rate from 11.7% to 7.7% shows how much value sits in fixing friction rather than adding traffic. A recovered basket is pure margin, with no additional acquisition cost attached.

Speed of delivery is part of the strategy. Insight only creates value once it is live on the site. The combination of a dedicated Account Manager and a development retainer meant recommendations became real changes quickly, which is often the difference between a useful audit and an actual result.

Some challenges for your own site:

Check what proportion of your users your analytics can actually see. Consent models, ad blockers, and sampling can leave large gaps, and if you are optimising against partial data, you may be drawing confident conclusions from an incomplete picture.

Look at your abandoned basket rate and calculate what a few percentage points of recovery would be worth in revenue. Compare that to what you spend acquiring new traffic. For most sites, fixing basket friction is the cheaper and faster win.

Ask how long it takes for an insight to become a live change on your site. If good recommendations sit in a document for weeks, the bottleneck is not your analysis, it is your delivery model.

Success in 2026 is not always about getting more people to the site. Oushk’s 50% revenue uplift came without extra traffic or promotions, from the discipline of seeing clearly and acting quickly on what the data revealed.