Writing

Notes from the field.

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

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 ecommerce·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 2026·5 min read

ICE-L: the prioritisation filter we actually use

Why ICE scores fall apart in practice, what the L adds, and how to stop arguing about which test to run next.

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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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