As we start 2026, a lot of teams are still running experimentation programs that look busy but do not move the business in any meaningful way. They are shipping tests. They are reporting results. They are optimizing metrics. And yet, very little actually changes. The...
The Mistake We Keep Making Most ecommerce teams don’t have a conversion problem. They have a measurement problem. Specifically how they need to prioritize conversion rate vs revenue per visitor. Somewhere along the way, conversion rate stopped being a way to...
Your home page is the most overvalued page on your site and often the least important page in the actual customer journey. Recently, I posted a simple statement on LinkedIn: “Your home page is the least important page on your site.” The post reached hundreds of...
Intent-driven promotions don’t treat discounts as the focus they align every offer with the visitor’s purpose on site. Promotions aren’t the issue. They aren’t going away. And they’re not “bad” for your business. The real issue is how promotions show up. Most DTC...
For years, vendors have positioned 1:1 personalization as the endgame. The "segment of one." The idea that every visitor gets a perfectly tailored experience built just for them. It sounds great in a pitch deck. It rarely survives real ecommerce conditions. The...
When we removed top-page promotions, something unexpected happened. Revenue went up. This experiment proved that removing promotions increases revenue by keeping shoppers focused on what they came for—not chasing discounts. For years, the assumption has been simple:...
An adaptive PDP strategy changes how you think about product detail pages. Most teams treat a PDP like a single, fixed template — but that only works until your traffic mix changes. That works until your traffic mix changes. A PDP often plays two very different roles....
Zero-party data personalization is growing into the linchpin of conversion-driven on-site experiences. Rather than inferring what a visitor wants, imagine they willingly share a preference, intent or context, and you immediately reflect that in their site experience....
Every December, the same tension shows up. Shoppers arrive with intent and deadlines, but the site still treats them like browsers with time to spare. They do not want to wade through endless filters. They want help. The fastest way to give it is an on-page Christmas...
Jensen Huang, CEO of NVIDIA, described AI data centers as “factories”, systems that take in energy and output intelligence. That framing doesn’t just apply to AI. It’s exactly how smart brands should think about Conversion Rate Optimization (CRO). Because the truth...
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