Conversion & Growth
Conversion work grounded in evidence: checkout audits, honest A/B test sample sizes, average order value maths, and the product-page patterns that move revenue.
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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