Conversion & Growth
Conversion work goes wrong in two directions. Some teams change nothing because they are waiting for certainty; others change everything and cannot tell you afterwards which change did it. The pieces here sit between those. How many visitors an A/B test actually needs before the result means anything. Why average order value usually beats conversion rate as a target, and the arithmetic behind that. Where money leaks out of a mobile checkout, and what a proper checkout audit looks at before anyone touches a pixel. There is also a teardown of eight real product pages — what converts on them, what does not, and why the difference is rarely the colour of the button.
Latest writing.
Commerce, conversion, product and design, written by the people doing the work.
Mobile checkout: where the money actually leaks
The eight mechanical leaks in a mobile checkout, how to tell a behavioural gap from a fixable one, the five states worth forcing on a phone,…
Eight product pages taken apart: what converts, what doesn’t
Eight anonymised product page teardowns across eight categories, the eight questions every product page has to answer, the failures that repeat, and a scorecard to run…
How many visitors do you need before an A/B test means anything?
The sample size arithmetic behind A/B testing, a table you can read against your own traffic, the five mistakes that make bad tests worse, and what…
Average order value beats conversion rate: the maths most stores get wrong
Why average order value is usually the easier lever, the arithmetic that compounds it with conversion, five mechanics in order, and how to set a free…
The checkout audit: what we check before touching a single pixel
The eight-station checkout audit we run before any design work, the five run-throughs everyone skips, the findings that recur across every store, and how to prioritise…
Your redesign will probably lower your conversion rate
Why a full redesign so often drops conversion, the returning-visitor dip that gets misread as failure, and the research to run before anything gets designed.
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