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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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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The Case for an Iterative Website Redesign
8 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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Start With the End in Mind: Design UX for Conversions
8 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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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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Conversion Quick Wins: Low Effort, High Impact
9 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.
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What’s Actually Real vs. Hype in AI Marketing Right Now?
8 min readA practitioner’s honest read on which AI marketing claims hold up right now, where the real leverage sits, and how to evaluate a tool before spending budget.
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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 Turn More Visitors into Customers
7 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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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
6 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
7 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 Your Mobile Experience Underperforms Desktop (and How to Prove It)
4 min read“Mobile is underperforming” is usually true and almost never specific enough to act on. It’s also one of the few diagnostic questions that works the same way regardless of whether…