Writing

Notes from the field.

Essays on CRO, research-led experimentation, and what actually moves the needle for D2C and online education brands.

Methodology·May 2026·6 min read

Why most ecommerce redesigns lose

Redesigns ship one giant untested change against a site with years of accidental optimisation. Why the new version usually loses on revenue, and what to do instead.

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Online education·May 2026·7 min read

Online education CRO: where the money hides in webinar and replay funnels

Most online education brands optimise the opt-in and ignore the funnel after it. Five surfaces where the real revenue moves on Kajabi, Teachable, and custom platforms.

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Methodology·May 2026·6 min read

The cost of a false positive

False positives in CRO are not free. Quantifying the dollar drag of shipped non-wins on a $10M D2C P&L, and how rigorous calling rules pay for themselves.

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Research·May 2026·7 min read

What evergreen CRO research looks like

Most CRO research dies at the end of the first month. Evergreen research is the practice of making it compound for eighteen months. How it works.

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Methodology·May 2026·7 min read

How to choose a CRO agency without falling for the dashboard theatre

Five questions to ask before signing a twelve-month CRO retainer, plus five things that should make you pause. Methodology over slides.

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D2C·May 2026·7 min read

Shopify CRO in 2026: what's actually moving the needle

Five Shopify surfaces moving real revenue in 2026, plus what's quietly stopped working since 2022.

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D2C·May 2026·6 min read

Conversion rate optimisation in Australia: what's different about the ANZ market

Five things that change when you run conversion rate optimisation on an Australian D2C brand. Payment mix, GST display, EOFY, shipping by state.

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Methodology·April 2026·5 min read

How a follow-up test turned a 48% CR loss into six figures of additional revenue

Why the same conceptual fix lost 48% on the PDP and added six figures of profit on the category page. The case for follow-up tests on a different surface before you bury the idea.

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D2C·April 2026·6 min read

CRO for Shopify: where to look first

The five places on a Shopify store where the biggest wins usually hide. Plus the three places most teams waste their first quarter.

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Experimentation·April 2026·5 min read

Why most A/B tests are statistically broken

Peeking, premature stops, and the quiet false-positive problem costing teams real money. How to run tests that hold up.

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Research·April 2026·6 min read

Research methods that actually find wins

Six research methods, ranked by how often they surface a hypothesis that wins in test. Plus when to use each one.

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Methodology·April 2026·6 min read

Why most CRO programs fail in the first 90 days

The four patterns I see over and over again and the research-led structure that makes them go away.

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