Useful ecommerce A/B testing ideas start with a specific moment: a visitor lands on the wrong product, cannot find the filter they need, or gets interrupted just as they are ready to buy. Those are worth investigating. Whether they deserve a test depends on what your...
User Experience
Intent-Driven Promotions: Why Leading With Discounts Hurts Revenue
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...
When Removing Promotions Increases Revenue
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:...
Adaptive PDP Strategy: Why Every Product Page Has Two Jobs
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....
Helping Shoppers Decide Without Overloading Them
Most visitors don’t land on your homepage. They land on a product. That’s why product detail page optimization matters more than ever. Whether it’s from search, social, or a PLP—they’re not starting a journey; they’re trying to finish one. That means your Product...
How to Reduce Ecommerce Friction: Find and Prioritize What to Fix
To reduce ecommerce friction, identify where visitors struggle to make progress, investigate what is causing that struggle, and prioritize changes using customer evidence and business impact. That sounds straightforward. Until someone decides the answer is a redesign,...
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