Articles
Field notes on conversion optimization, experimentation, and personalization – written for the people running the funnel.
Five ways to find what you need
Start with a problem. Free Shipping and Cart Abandonment · Guest Checkout: Why Forced Account Creation Kills Sales · Why Your Conversion Rates Aren’t Higher
By capability. Conversion Optimization · Experimentation · Personalization · CDP & Customer Data · AI Marketing Systems · Ecommerce Optimization · AI Search Optimization · Landing Page Optimization
By business model. Ecommerce · B2B Ecommerce · Shopify · B2B SaaS · SaaS & Subscription · Product-Led Growth · Membership Businesses · Subscription Commerce · Professional Services · High-Ticket Services · Commercial Contractors · Healthcare Services · or see the full Who We Help hub.
Practitioner lessons. Practitioner Lessons – judgment calls in Alex’s own words, from real engagements.
Cornerstone guides. CRO for Businesses With Traffic: A Plain-Language Guide · Optimization Intelligence in full.
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Personalization You Can Do With Tools You Already Have
7 min readHow to find and activate the personalization features already sitting dormant in your email, CMS, and analytics tools, before buying a dedicated platform.
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What Should We Personalize First on Our Website?
2 min readStart with the audience difference that already shows up in your data, not the flashiest technology option. Pick the one segment whose behavior genuinely diverges from everyone else, build one…
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How Experimentation Tests Your Design Decisions
8 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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Experimentation: How Testing Drives Real Growth
7 min readExperimentation turns guesses into evidence. Here’s what a real testing culture looks like, where to start, and how it compounds into growth over time.
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How to Build Consumer Trust Online
8 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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Free Shipping and Cart Abandonment: What to Do
8 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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Guest Checkout: Why Forced Account Creation Kills Sales
7 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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What Is CRO, Really?
6 min readA plain-language definition of conversion rate optimization, what it isn’t, and the misconceptions that lead businesses to underuse it.
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How to Find What to Improve on Your Website
7 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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Why Your Conversion Rates Aren’t Higher
7 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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Where to Start Your Conversion Optimization Plan
8 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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Why Traffic Finds Your Content But Doesn’t Convert
15 min readTraffic without conversion usually points to one of three problems: the wrong reader, an incomplete answer, or no useful next step. Here is how to tell which one is holding…
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Why I’m Starting Wins & Lessons
9 min readIt was the summer of 2000, in South Florida. I already had a job lined up. Start date and everything, settled for weeks. Then a friend told me I needed…
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Is AI Search Answering Before Buyers Reach Our Site?
3 min readYes, often, and analytics alone will not show it clearly. Buyers now ask AI tools problem-aware questions and get an answer before ever reaching a website, which means AI search…
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How Do We Know What to Fix First on Our Website?
3 min readStart with diagnosis, not a redesign. Separate the possible causes (traffic, offer, page experience, trust, technical or form friction), rank them by evidence, and fix the highest-cost one first, treating…