Why most CRO stops at the click — and what closing the loop actually means
Most "wins" never get checked against the thing that actually pays the bills. Here's the difference between optimising a proxy and proving revenue.
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Notes from inside the lab.
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Why your test can "win" online and still lose you money
A walkthrough of how a metric like add-to-cart can rise while checked-out revenue doesn't, and what we'd change because of it.
In progressCommon PDP patterns that quietly cost Shopify stores add-to-carts
A teardown structure for the product-page friction we see most often, and how we'd hypothesise a fix for each.
In progressWhat buyer interviews teach you that a heatmap never will
Field notes on why DTC shoppers actually stall, and why it's rarely the reason product teams assume.
In progressNothing in this category yet. Get notified when it lands.
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