Articles
Field notes on conversion optimization, experimentation, and personalization — written for the people running the funnel.
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CRO vs. More Ad Spend: Which Pays Off?
· 6 min readWhen fixing your conversion rate beats buying more traffic, when it doesn’t, and how to tell which one your business actually needs right now.
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Where to Start Your Conversion Optimization Plan
· 3 min readDon’t optimize everything at once. Here’s how to find where to start your conversion optimization plan using your top traffic pages and real data.
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How to Find What to Improve on Your Website
· 3 min readKnowing which pages matter is only half the work. Here’s how to find what’s actually going wrong on them — and turn that into a testable hypothesis.
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Website Personalization That Actually Works
· 4 min readWebsite personalization works when you start small and test everything. Here’s how to build it as a habit instead of a one-time, high-risk bet.
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CRO for Businesses With Traffic: A Plain-Language Guide
· 7 min readWhat CRO really is, when it may beat buying more traffic, and the five-step loop that turns the traffic you already have into more customers.
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Why Your Conversion Rates Aren’t Higher
· 3 min readYour analytics show who converts and who doesn’t — but not why. Here’s how qualitative research finds the real reasons visitors leave.
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How to Build Consumer Trust Online
· 3 min readShoppers abandon sites they don’t trust. Here’s how to build consumer trust online with clear policies, security signals, and real reviews.
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How to Turn More Visitors into Customers
· 3 min readYou’re already paying for the traffic. Here’s how to turn more of the visitors you already have into customers — without spending more to get them.
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Guest Checkout: Why Forced Account Creation Kills Sales
· 2 min readForcing shoppers to create an account before they buy is a conversion killer. Here’s why guest checkout wins — and how to still capture their email.
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Free Shipping and Cart Abandonment: What to Do
· 3 min readUnexpected shipping costs are a leading cause of cart abandonment. Here’s how to use free shipping to recover sales without eroding your margin.
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The Case for an Iterative Website Redesign
· 3 min readA big-bang website redesign is a bet you can’t unmake. Here’s why redesigning iteratively — small, tested changes — protects revenue and your customers.
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How Experimentation Tests Your Design Decisions
· 4 min readA full redesign is a bet. Experimentation lets you test design changes on real customers first, so you learn what works before everyone sees it.
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How to Plan Black Friday Promotions That Pay Off
· 3 min readStrong Black Friday promotions are planned months ahead, tested before peak traffic, and discounted with intent — not reflexively. Here’s how to do it.
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Start With the End in Mind: Design UX for Conversions
· 3 min readMost sites design from the homepage forward. Start at the conversion instead — the cart, the form — and work backward to a UX that actually converts.
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Conversion Quick Wins: Low Effort, High Impact
· 4 min readConversion quick wins are the low-effort, high-impact fixes hiding in your analytics. Here’s how to find them and decide what’s worth testing first.