Plain-language guides on website UX, SEO, AI search, and conversion. The same fixes that bring more visitors in also turn more of them into customers. Browse by collection below.
Looking for a specific term? See the glossary for plain-language definitions of every metric and module we use.
Once you're scaling (more traffic, more SKUs, more apps, more orders), optimization stops being optional and becomes the difference between profitable growth and pouring money into a leaking bucket. Here's a practical optimization checklist for growing Shopify stores, organised by what to fix in what order.
By Emma Pugsley, Co-founder
Shopify gives you a fast, reliable store out of the box, but "works" and "converts" are two different things. Here are the highest-impact Shopify UX fixes for SMB stores, in roughly the order they tend to pay off.
By Emma Pugsley, Co-founder
For SMB e-commerce stores, the overlap between SEO and conversion rate optimization is the highest leverage you have. You don't need more traffic to grow; you need the traffic you already earn to convert. Here's a practical checklist to make that happen.
By Emma Pugsley, Co-founder
Practical ideas to help stores get more sales from the traffic they already have. Expect clear fixes, prioritised advice, and conversion-focused content for SMB e-commerce teams.
2 posts
Straightforward guidance for making websites easier to use and less confusing to buy from. These posts focus on clarity, usability, and removing friction that blocks revenue.
1 post
Practical content on how SMB websites can show up in AI search, answer engines, and LLM-driven results. These posts focus on clarity, structure, trust, and content that AI systems can understand well.
1 post
Advice for turning product pages into stronger selling pages. These posts look at layout, copy, trust, and the details that help visitors decide to buy.
2 posts
Content about the last step before purchase, where small issues can stop a sale. Expect fixes for cart friction, checkout abandonment, and payment flow problems.
2 posts
Tips and teardown-style advice for Shopify stores that want better performance without guesswork. These articles cover common Shopify issues, smart fixes, and small changes that can improve results.
4 posts
SEO content that goes beyond traffic and focuses on getting the right visitors to convert. These posts connect search visibility with revenue, intent, and page usefulness.
3 posts
Audits, teardowns, and research-backed breakdowns of what is helping or blocking conversions. These posts are built to be useful, specific, and easy to act on.
3 posts
Once you're scaling (more traffic, more SKUs, more apps, more orders), optimization stops being optional and becomes the difference between profitable growth and pouring money into a leaking bucket. Here's a practical optimization checklist for growing Shopify stores, organised by what to fix in what order.
By Emma Pugsley, Co-founder
Shopify gives you a fast, reliable store out of the box, but "works" and "converts" are two different things. Here are the highest-impact Shopify UX fixes for SMB stores, in roughly the order they tend to pay off.
By Emma Pugsley, Co-founder
Your product page is where browsing turns into buying, or doesn't. It's the single highest-stakes page in your store. Here are 15 fixes that consistently move the needle for SMB stores.
By Emma Pugsley, Co-founder
If you run a small e-commerce store, your time and budget are finite, and "do both" isn't a real answer when you can only afford to do one thing well this quarter. So let's settle the SEO vs CRO question properly.
By Emma Pugsley, Co-founder
For SMB e-commerce stores, the overlap between SEO and conversion rate optimization is the highest leverage you have. You don't need more traffic to grow; you need the traffic you already earn to convert. Here's a practical checklist to make that happen.
By Emma Pugsley, Co-founder
Most e-commerce stores don't have a traffic problem. They have a conversion problem. The average e-commerce site converts just 2–3% of visitors into buyers, meaning 97 out of every 100 people leave without buying. If your numbers are below that, your store is telling visitors to go elsewhere. Here's why.
By Emma Pugsley, Co-founder
If traffic is already reaching the cart, the opportunity is real. The job isn’t to create more interest from scratch. It’s to remove the friction that makes a ready buyer hesitate right before payment.
By Emma Pugsley, Co-founder
A good website audit should do one thing well: show why a site is not converting as well as it could. For most SMB stores, that means looking past surface-level design and finding the friction points that make people hesitate and leave, before buying.
By Emma Pugsley, Co-founder
This guide focuses on the Shopify-specific basics that matter most. We will show you what is worth fixing first inside a Shopify store and why those changes usually move the needle fastest.
By Emma Pugsley, Co-founder