Field notes from the conversion frontier.

Tactical Shopify, CRO, and growth essays from the team. No fluff, no listicles — what we’re shipping, testing, and learning.

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The 12 checkout optimizations that actually move conversion

The 12 checkout optimizations that actually move conversion

We A/B tested every checkout pattern across 84 Shopify Plus stores. Here are the dozen that consistently lifted CR by double digits.

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Headless or Liquid? A practical decision framework for 2026

Headless or Liquid? A practical decision framework for 2026

When Hydrogen makes sense, when Liquid is better, and the hybrid pattern most agencies miss.

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Why post-purchase upsells are your most underrated AOV lever

Why post-purchase upsells are your most underrated AOV lever

Two of our highest-ROI client wins this quarter came from the same change: rebuilding the post-purchase page.

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Hitting all-green Core Web Vitals on Shopify Plus

Hitting all-green Core Web Vitals on Shopify Plus

A no-BS engineering breakdown of LCP, INP, and CLS — including the Liquid patterns that kill performance.

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The 8 Klaviyo flows every Shopify store needs in 2026

The 8 Klaviyo flows every Shopify store needs in 2026

We rebuilt every flow for a $40M skincare brand. Here’s the structure we copy across every account.

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Designing for luxury without killing conversion

Designing for luxury without killing conversion

How Maison Élégante hit a 340% conversion lift without sacrificing the slow, deliberate luxury feel.

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The subscription LTV math nobody calculates correctly

The subscription LTV math nobody calculates correctly

Most stores measure subscription LTV wrong. Here’s the model we use across every Recharge build.

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AI product recommendations: what works, what doesn't, what's coming

AI product recommendations: what works, what doesn't, what's coming

We A/B tested every major recommendation engine on Shopify. Here are the ones worth the spend.

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The mobile PDP patterns that converted 3× better in 2025

The mobile PDP patterns that converted 3× better in 2025

82% of traffic is mobile. Most PDPs are still designed desktop-first. Here’s what to fix this quarter.

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Shopify Plus Scripts: 11 high-leverage automations we ship

Shopify Plus Scripts: 11 high-leverage automations we ship

From dynamic pricing to gift-with-purchase logic — the script library we install on every Plus build.

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GA4 + Shopify: the tracking setup that actually attributes correctly

GA4 + Shopify: the tracking setup that actually attributes correctly

Default GA4 attribution is broken on Shopify. Here’s the server-side + client-side hybrid we deploy.

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Image optimization on Shopify in 2026: the real playbook

Image optimization on Shopify in 2026: the real playbook

AVIF, responsive srcset, lazy loading, CDN headers — what actually moves Lighthouse scores.

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Rebuilding abandoned cart for SMS + email: 14% recovery uplift

Rebuilding abandoned cart for SMS + email: 14% recovery uplift

How we doubled cart recovery for a fashion brand by treating SMS and email as one orchestration.

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Checkout Extensibility: a deep dive after 30 production builds

Checkout Extensibility: a deep dive after 30 production builds

Where the new checkout shines, where it’s still rough, and migration patterns that work.

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Personalization without the bloat: a CMS-driven approach

Personalization without the bloat: a CMS-driven approach

Most personalization tools add 200ms of JS. Here’s how to do it server-side and stay fast.

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Why your PDP photography is your #1 conversion lever

Why your PDP photography is your #1 conversion lever

We rebuilt the photography pipeline for 6 brands. Average PDP CR lift: 22%.

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Edge rendering for Shopify: when it’s worth the engineering

Edge rendering for Shopify: when it’s worth the engineering

We built edge-rendered marketing pages for 4 brands. Here are the LCP wins and the gotchas.

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The 9 A/B testing mistakes that invalidate your tests

The 9 A/B testing mistakes that invalidate your tests

Sample ratio mismatch, peeking, novelty effects — what to actually watch for in your test program.

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Sanity vs Contentful vs Storyblok for Shopify headless

Sanity vs Contentful vs Storyblok for Shopify headless

Three production builds, one honest comparison. Pricing, DX, content modeling, gotchas.

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Metafield architecture for stores that scale past $50M

Metafield architecture for stores that scale past $50M

How to model metafields so your storefront doesn’t become unmaintainable.

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The 4-question post-purchase survey worth more than analytics

The 4-question post-purchase survey worth more than analytics

Attribution surveys closed the gap our paid platform reports couldn’t.

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Anatomy of a high-converting Shopify header in 2026

Anatomy of a high-converting Shopify header in 2026

Search, cart, nav hierarchy, mobile drawer — what we ship on every build.

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Dynamic free shipping thresholds: +9% AOV with one change

Dynamic free shipping thresholds: +9% AOV with one change

Static thresholds leave money on the table. Here’s the dynamic logic we deploy.

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Color systems that convert: data from 50 storefronts

Color systems that convert: data from 50 storefronts

Brand color choices that consistently moved CR — and the ones that consistently didn’t.

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Gift cards: the most under-merchandised SKU on your store

Gift cards: the most under-merchandised SKU on your store

How to position gift cards to drive 4–7% of holiday revenue without cannibalizing.

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Product bundling done right: app-free, theme-native

Product bundling done right: app-free, theme-native

Why we stopped recommending bundle apps and started building bundles into the theme.

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Launching internationally on Shopify: Markets vs multi-store

Launching internationally on Shopify: Markets vs multi-store

We’ve done both for $40M+ brands. Here’s when each pattern wins.

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On-site search relevance: Searchspring vs Algolia vs Klevu

On-site search relevance: Searchspring vs Algolia vs Klevu

Three production deployments. Cost, latency, relevance, merchandising tools compared.

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Loyalty programs that drive repeat — not just enrollments

Loyalty programs that drive repeat — not just enrollments

The 4 design choices that separate working loyalty programs from vanity metrics.

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The third-party script audit every Shopify store needs

The third-party script audit every Shopify store needs

We average 14 third-party scripts on a typical client store. Here’s how we cut that to 6.

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Review platforms compared: Yotpo vs Junip vs Stamped vs Okendo

Review platforms compared: Yotpo vs Junip vs Stamped vs Okendo

Pricing, integration depth, photo collection, and the one feature that mattered most.

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Stop discounting site-wide: a smarter promotional architecture

Stop discounting site-wide: a smarter promotional architecture

Site-wide promos teach customers to wait. Here’s a tiered model that doesn’t.

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Preorders done right on Shopify Plus (no apps required)

Preorders done right on Shopify Plus (no apps required)

How we ship a preorder pattern using inventory policies and theme logic only.

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Predictive search: the 30-minute implementation worth +5% CR

Predictive search: the 30-minute implementation worth +5% CR

A theme-level predictive search build that beat the apps in our test program.

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Recharge vs Bold vs Ordergroove: subscription platforms compared

Recharge vs Bold vs Ordergroove: subscription platforms compared

We’ve migrated stores both directions. Honest take from inside the implementations.

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CSS architecture for Shopify themes that don’t turn into spaghetti

CSS architecture for Shopify themes that don’t turn into spaghetti

Tokens, utility classes, and section-scoped styles — the system we’ve refined over 200 builds.

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Currency handling on Shopify Markets: the gotchas

Currency handling on Shopify Markets: the gotchas

What Shopify’s docs don’t tell you about FX rounding, tax-inclusive pricing, and reporting.

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Building a design system for a multi-brand Shopify portfolio

Building a design system for a multi-brand Shopify portfolio

How we shipped a shared design system across 4 brands without locking each into the others.

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Predicting AOV in real-time and merchandising around it

Predicting AOV in real-time and merchandising around it

Lightweight in-cart prediction that drives bundle and free-shipping prompts dynamically.

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TikTok Shop integration with Shopify: an honest 90-day review

TikTok Shop integration with Shopify: an honest 90-day review

We integrated 5 client stores with TikTok Shop. Here’s what scaled and what didn’t.

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Wishlists: the on-store retargeting tool you’re not using

Wishlists: the on-store retargeting tool you’re not using

Why we treat wishlists as a first-party retargeting channel, not a UX nicety.

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Lighthouse anti-patterns we keep seeing in production

Lighthouse anti-patterns we keep seeing in production

Six performance mistakes we audit out of every Shopify store we inherit.

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10 Shopify Flow automations every Plus store should be running

10 Shopify Flow automations every Plus store should be running

Order tagging, fraud scoring, customer segmentation — operational wins out of the box.

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Hitting sub-1s LCP on the PDP — without ripping out apps

Hitting sub-1s LCP on the PDP — without ripping out apps

Surgical performance work that lifted PDP LCP from 3.4s to 0.9s.

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Popup design: how to capture emails without tanking conversion

Popup design: how to capture emails without tanking conversion

Timing, copy, and trigger logic that boosts list growth and on-site conversion at the same time.

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Klaviyo segmentation deep dive: 12 segments worth building

Klaviyo segmentation deep dive: 12 segments worth building

The exact segment library we deploy on every Klaviyo account we audit.

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Why we stopped recommending fully custom checkouts

Why we stopped recommending fully custom checkouts

Custom checkouts cost more than the conversion lift returns. Here’s our updated stance.

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Building a first-party data flywheel on Shopify

Building a first-party data flywheel on Shopify

Customer events, server-side tagging, and the warehouse setup that powers real personalization.

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PDP copy formulas that consistently outperform

PDP copy formulas that consistently outperform

Five copy patterns lifted from 100+ winning A/B tests across our client roster.

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Project, retainer, or pod? Picking the right agency engagement model

Project, retainer, or pod? Picking the right agency engagement model

How to match the engagement type to your stage and what each costs in practice.

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