5 Principles of Conversion Optimisation
Our job is to reduce friction at each step in our customer's purchase journey. Every extra second, every additional form field, every moment of confusion can cost us a sale.
Owen Bolwell
Posts
Why You Should Use Cloudflare - Even if You're on Shopify
You’ve probably heard me go on about this in our sessions, but I swear by this simple, free way to optimise my clients’ ecom stores. For all of us, website performance and security directly impact revenue. And while Shopify is by far the best platform to be on, it
The Art of Attention: Understanding How Visitors Engage With Your Page
The difference between a visitor who stays and one who bounces often comes down to those first few seconds. Not because their attention span is shrinking (that's kind of a myth), but because they're becoming more efficient at filtering.
Building Sustainable Demand: An 8-Part Framework for Ecommerce Growth
Our only job in ecommerce is to design the ideal customer experience, clear the path to purchase and then get out of the way. Small conveniences build trust. Every improvement compounds. The brands that win are the ones who constantly iterate and improve consistently, over time.
Open Cognitive Loops: Driving Customer Journey Momentum
What is an open cognitive loop? It's when something remains unfinished. A task. A sentence. A goal. A story. And it can drive us a little crazy. Because it's in our DNA to want closure and answers. We're curious and goal oriented. We'
Product Profit Checker: Calculate Your Margins Instantly
The Product Profit Checker calculates your ecommerce product margins instantly, helping you crosscheck your costings and gain a better understanding of which products are giving you the profit margins you need to build a sustainable business.
Simplify, Structure & Scale: The 3 Stages of Ecommerce Growth
We can't scale chaos and expect to see profit at the end. That's the first thing we learn when we try to grow an ecommerce business is that chaos doesn’t scale too well. We add a few more products because we’re not gaining traction
Visual Storytelling: The Science Behind Premium Brand Imagery
The Brain's Response to Visual Quality Functional MRI research has revealed that high-quality, editorial-style imagery activates different neural pathways to those activated by standard product photos. Specifically, premium visual content stimulates brain regions associated with reward processing and emotional attachment. These are the same areas that
Why Authenticity Commands Premium Prices
Perceived authenticity is one of the strongest predictors of consumers' willingness to pay premium prices. Research shows that heritage adds associations of depth, authenticity and credibility to a brand's perceived value, resulting in intensified brand loyalty and willingness to accept higher prices. Recent data reveals just how
Why Stories Sell Luxury: The Psychology Behind Premium Purchases
When we invest in luxury brands, we're buying into narratives that become part of who we are. The Transportation Effect Melanie Green and Timothy Brock's foundational research at Ohio State demonstrated that when people become absorbed in a brand story, their critical thinking actually decreases while
Ritual Commerce and Sacred Consumption
Premium purchases work differently. The psychology shifts when you're selling above $1,000. Here's what actually happens when you add complexity to the customer journey. Beyond Functional Utility Russell Belk figured this out in 1989. His work on sacred consumption showed that certain purchases transcend function.
Playing Hard to Get: How The Effort Justification Effect Works
The counterintuitive truth about luxury brands: adding friction to the customer journey often increases the perceived value of the brand and product. When Hermès makes you wait years for a Birkin bag, they're engineering desire. When Gucci makes you wait behind the red rope outside their store, they’
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