More sales from the traffic you already have
Logs of what we changed on real stores and what happened after — wins, losses and draws.
Every lever in this playbook comes with a published receipt: Baymard's abandonment numbers, the Renault and Vodafone speed studies, the 300 million dollar guest checkout story. No folklore, no 'we tested it on a client', just the evidence and the order I would pull the levers in.
One in five abandoned checkouts dies of distrust. The published research on what actually repairs that trust is surprisingly specific, and most badge rows I see in audits are aimed at the wrong target.
The most famous checkout A/B test of all time showed a 21.8% lift for one page. Then the largest checkout research body on the planet spent a decade explaining why that number does not mean what everyone thinks it means.
The average Shopify order is 85 dollars. Here is how I design AOV experiments that actually move that number, the mechanics behind each tactic, and the trap that makes most AOV wins fake.