Notes from the
testing floor.
Real A/B tests, real numbers, and what I learned from them. One new note every week.
How to Improve Conversion Rate on Shopify: 100 Ways, With Real A/B Test Examples
100 ways to improve your Shopify conversion rate, from the ad to the thank-you page, with real A/B test examples from my client work and a library of 1,300+ published e-commerce tests.
CRO Specialist Job Description: Template, Skills and Interview Questions (2026)
A ready-to-use CRO specialist and CRO manager job description for ecommerce: responsibilities, skills, KPIs, salary range and the interview questions that reveal real testers.
CRO Specialist Salary in 2026 vs a CRO Agency vs AI CRO: What It Really Costs
What a CRO specialist or CRO manager earns in the US in 2026, what a full CRO team and an agency cost, and when AI CRO is the cheaper way to get the same tests.
Head of Ecommerce Job Description, Salary and When to Go Fractional (2026)
A head of ecommerce and ecommerce manager job description template, US salary ranges for 2026, the KPIs to set, and when a fractional head of ecommerce makes more sense.
How to Choose the Best Shopify CRO Agency: 10 Questions to Ask First
How to pick the best Shopify CRO agency or ecommerce CRO consultant: 10 questions to ask, red flags, realistic results and what CRO should cost in 2026.
How to Increase Average Order Value on Shopify: 8 A/B Tests ($265 → $673)
How I grew average order value from $265 to $673, plus 8 real A/B tests that raised AOV on products, ads, cart, checkout and post-purchase pages.
Shopify Store Design Mistakes That Lower Sales (and How to Redesign Safely)
Why most Shopify redesigns lower sales: real disasters, Microsoft's A/B test data, two beautiful tests that lost on my store, and a 5-step safe redesign.
Shopify A/B Testing Examples: 6 Real Tests on a High-Ticket Store
Six real Shopify A/B tests on a high-ticket store where 2 in 1,000 visitors buy: what won, what lost, and how many visitors a test really needs.
Shopify Store Not Profitable? A $100K/Month Store Losing $9,930, Fixed in 7 Steps
A $100K/month Shopify store loses $9,930 a month. Seven changes, without more traffic, turn it into +$9,762 profit. The numbers, the order and a free calculator.
How to Lower Meta Ads Cost Per Purchase Without New Ads (Shopify CRO)
Cost per purchase = cost per click ÷ conversion rate. How CRO lowers your Meta ads cost per purchase without new creatives, with the math and 4 real A/B tests.
Meta Catalog Ads Strategy for Shopify: 27x ROAS, Unchanged Since 2016
The Meta catalog ads (DPA) strategy behind ROAS of 27.08 in 2020 and 16.63 after iOS updates: campaign setup, the bid ladder, catalog design and CRO.
Shopify Headless vs Shopify Plus: Why Headless Cost Us $300K a Year
We moved a nine-figure brand to Shopify headless. It cost $300K+ a year, broke tracking, analytics and A/B testing, and wasn't faster. Why we went back to Plus.
Is Shopify Plus Worth It? The Real Math vs Advanced (2026)
Shopify Plus costs ~$24K a year more than Advanced. When lower fees and a checkout you can change pay for it, by store size, plus 5 Plus-only checkout tests.
Shopify Checkout Customization: 7 Changes That Added $130K a Month
A Shopify Plus brand went from $400K to $530K a month after 7 checkout changes. Checkout drop rate benchmarks, what each point is worth, and how to test.
Shopify Funnel Analysis: Where Your Store Loses Sales (7 Metrics + Benchmarks)
The 7 steps of a Shopify funnel, the one metric for each, benchmarks, and the fix that moves it. Plus real tests: +23%, +20% and $400K → $530K.
How to Increase Shopify Sales Without Paid Ads (AI CRO Guide 2026)
Grow Shopify sales without more ads: the math of a 10% conversion lift, 4 real tests from my store (+23%, +23%, +20%), where to start and what AI CRO costs.
Shopify Price Increase A/B Test: Conversion Went Down, Revenue Went Up $37K
We raised a price 7.4% ($148 → $159) on almost a million visitors. Conversion fell, revenue rose $37,219 and profit about $48,000. Why, and how to test yours.
Shopify Product Page Optimization: One Review Under Add to Cart Added $67,365
One five-star review placed under the Add to Cart button lifted revenue per visitor 8% and added $67,365 on almost a million visitors. Full numbers and how-to.
AI Conversion Rate Optimization for Shopify: How It Works (3 Real A/B Tests)
How AI CRO works for Shopify: why CRO used to be for big brands only, the 4-step AI process, and 3 real tests: +$58,094, +13% and +$57,644.
Where to Put the Product Description on Shopify: A/B Test Worth $760K a Year
Moving the product description above Add to Cart: fewer add-to-carts, 8.6% more purchases, +$46K in 45 days and a projected $760K a year. Data and psychology.
Honest Scarcity on Shopify: A Low-Stock Counter A/B Test Worth $528K a Year
A real low-stock counter, shown only under 15 units, across homepage, collections and product pages: +5.84% cart-to-purchase conversion and ~$528K a year.
Shopify Homepage A/B Test: Social Proof and a Brand Video Added $58,094 in 31 Days
Two new homepage sections, social proof and a brand mission video, lifted conversion 12%, AOV 19% and revenue per visitor 32.7%: $58,094 in 31 days.
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