Notes Things I have worked out, mostly while fixing something.
Roughly one a month — sometimes less, because I would rather publish nothing than publish filler.
Things I've worked out, mostly while fixing something. Roughly one a month — sometimes less, because I'd rather publish nothing than publish filler, and the months I'm heads-down on a build are the months there's nothing.
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A Shopify store speed test answers one of four questions. Which one did yours?
Four different things get called a Shopify store speed test, and they answer four different questions. Which one your "we tested it" actually was — and what it could not tell you.
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Where trust signals go on a product page, and why order beats quantity
A brand nobody has heard of rarely lacks proof. The reviews, badges and guarantee are all there — and the page is still unconvincing. The problem is placement, not volume.
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Does your CRO specialist need to know your category?
Most answers come from agencies selling their niche. Here's what 56 real job posts ask for, which reasons hold up, and one question to put to any specialist's pitch.
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What to check before you hire a Shopify developer
Seven things you can verify yourself before signing — using a developer's own past work, a browser, and about an hour. No technical knowledge required.
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I read 1,471 Shopify theme reviews. Here's what they say.
Every review on five themes, collected and counted. What reviewers wrote about missing settings, image sizes, support and updates — in their own words, with what this cannot tell you.
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Hiring a white-label Shopify developer: the two risks to ask about
Every white-label page is written by someone selling it. Here are the two risks an agency actually carries, what agencies put in their own briefs, and the questions to ask.
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I read 40 Shopify job posts. Here's what they asked for.
Two weeks of Upwork posts, counted. The lines, screening questions and requirements that kept repeating — in the posts' own words, with what this cannot tell you.
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Traffic but no sales: how to find the leak that is costing you most
Five conversion leaks, the signal that reveals each, and a way to decide which to fix first — by what it is worth, not by what is easy.
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CRO consultant vs agency: what buyers actually ask for
Every comparison of CRO consultants and agencies is written by one of the two. Here's what 56 real job posts ask for instead, and a test to run on your own funnel.
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A premium theme is not slow because it is premium
Why beautiful Shopify storefronts load slowly — and why none of the actual causes are the design. Four specific, fixable decisions.
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What Shopify does by default that hurts your organic growth
Five platform defaults that quietly throttle Shopify SEO — duplicate URLs, pagination signals, product paths, slow responses, and nobody watching the index.
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Five CRO mistakes that quietly cost DTC brands revenue
The five conversion leaks I find most often on Shopify stores doing real traffic — and how to close them without redesigning the whole store.
The monthly note
One email a month, containing the thing above. No sequence, no course, no "5 Shopify mistakes you're making" — just the piece, when there's a piece. Some months there isn't one and you get nothing, which is the version of an email list I'd want to be on.
Unsubscribe in one click, and I don't email people who've unsubscribed to ask why. What's kept →