Practical writing on
product, CRO, SEO,
and digital growth.
Short articles from real projects and learning experiments. Pick a category, or scroll the full feed.
Why A/B testing is the most honest data you can collect
Surveys ask people what they think. Focus groups ask people what they prefer. A/B testing asks none of that — it just watches what they do. Here's why that difference matters.
Where good CRO ideas actually come from
Most CRO teams test ideas that came from a brainstorm. The ones that move conversion came from somewhere else entirely — here's the toolkit.
Why 'we should refresh the website' is not a CRO idea
Most CRO programs don't fail from a lack of ideas. They fail because no one forces those ideas to be specific enough to act on. Here's the fix.
Why your gut feeling about your website is almost always wrong
A major retailer lost $3 million in weeks after a confident website redesign. No one was reckless. Everyone was operating on opinion. Here's what CRO does differently.
A clean GA4 setup, end-to-end (without the headache)
Set up GA4 the right way the first time — clean property, sensible events, and a data layer you'll actually trust.
Product Owner basics: what the role actually is
If you've heard 'Product Owner' a hundred times but still aren't sure what they do day-to-day, this is the explainer for you.
A simple CRO audit checklist that actually finds problems
A practical, beginner-friendly CRO audit framework you can run on any website in a single afternoon.