Category and search pages: the funnel nobody audits
Between the homepage and the product page sits the part of a store most audits skip — how customers narrow a catalogue down to the thing they will buy.
6 min read
Published under this byline
Newest first. Every post says which service it comes out of, and none of them are written by somebody who has not done the work.
Ecommerce Core Web Vitals: what actually moves the numbers
Three metrics, and on a store each has a usual culprit: the hero image for LCP, third-party scripts for INP, and everything that loads late for CLS.
7 min read
Shopify theme or custom build: how to decide
A premade theme, a customised theme and a custom build solve different problems. The deciding factor is how much of your storefront is genuinely unusual.
7 min read
How to migrate ecommerce platforms without losing search traffic
The redirect map is where migrations succeed or fail. Here is how to build one, plus the two things that break on every platform migration regardless of direction.
6 min read
Reducing cart abandonment: the changes that actually work
The specific changes that reduce cart abandonment, ranked by how reliably they work, and the one cause that dwarfs every other in study after study.
6 min read
Why your WooCommerce store is slow, and how to fix it
A diagnostic order for slow WooCommerce stores, starting with the configuration change that usually does more than any amount of frontend work.
6 min read
Do you need Shopify Plus? The honest threshold
Shopify Plus is sold on revenue thresholds. The real deciding factor is whether you need to change checkout logic — and that has nothing to do with how much you sell.
6 min read
What it actually costs to run an online store
The recurring costs of running an ecommerce store after launch, including the ones that accumulate quietly and the three most people forget to budget for.
10 min read
The ecommerce product page checklist
The questions a product page must answer before a customer will buy, in the order they ask them — plus the four numbers to record before changing anything.
10 min read
The complete guide to building a custom Shopify store
What actually happens across a custom Shopify build, week by week — the decisions, the sequence, and the two things that reliably break during migration.
10 min read
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