Writing
Notes from the work, not opinions about it.
Write-ups on conversion work, Shopify, analytics and WordPress, drawn from client engagements.
Latest · Shopify apps · October 2026Free gifts that vanished at Shop Pay, and the checkout extension that fixed itA free-gift offer that worked in the cart and silently failed for every buyer who used an express button. What caused it, and how a checkout UI extension closed the gap.Read it
Shopify apps · October 2026Shopify's 25-product discount cap, and one rule that covers every free giftA testing programme ran out of discount room as free-gift combinations multiplied. This is how one discount rule replaced the pile, with a dashboard the team runs themselves.3 min read
Systems · October 2026The upload that would have cancelled 22,000 membersBuilding the billing and eligibility pipeline behind a dental membership, and the file-format detail that could have ended cover for every existing member in one upload.3 min read
CRO · October 2026Reading an A/B test by its interval, not its headlineThree tests from one Shopify store: a clear win, a probable win that was not proven, and one that never separated. What each interval said, and what we did about it.3 min read
Shopify apps · October 2026Promoting a winning product page without retyping itAfter an A/B test, the winner's content had to be copied onto the control by hand. An internal Shopify app now does it in one action, shows every change first, and backs up the control before it writes.3 min read
Checkout Champ · October 2026Three upsells, three downsells: a post-purchase ladder in Checkout ChampHow the Puur Smile offer funnel is laid out, why every upsell has a smaller offer behind it, and why I never quote percentage lifts for funnels like this one.3 min read
Process · October 2026Shipping 192 pages as one testing programme without losing trackProduct pages, advertorials, ranking pages and listicles, rebuilt dozens of times over. The tracker, checklists and release workflow that kept a fast-moving team from breaking the store.3 min read
Shopify · October 2026Cleaning up a Shopify theme that has drifted, without breaking itHardcoded IDs, page-builder blocks with their own scripts, duplicate includes and code nothing used. How I audited a live theme, removed what was dead, and stopped it drifting back.3 min read
WordPress · October 2026What a WordPress care plan actually coversI have handled and maintained more than 50 WordPress sites. The work after launch is less visible than the build, so here is what it is made of.3 min read
WordPress · October 2026Why I build custom Gutenberg blocks instead of page-builder layoutsThe sites I build usually outlive my involvement, and somebody else has to edit them. That one fact decides most of how I build a WordPress theme.3 min readeCommerce · May 20262026 eCommerce Benchmarks: Conversion Rate, Cart Abandonment and EmailWhat good looks like for conversion rate, cart abandonment and email performance, from published benchmarks by Littledata, Baymard and Klaviyo, and how to read your own numbers against them.8 min read
Shopify · April 2026Shopify Checkout Extensibility: Migrating Off checkout.liquidShopify has retired checkout.liquid. Here's how to replicate every customization using Checkout Extensibility, without losing conversion rate.7 min read
SEO · March 2026Programmatic SEO for eCommerce: Scaling to 10,000+ Product Pages That RankHow to create thousands of SEO-optimized product and category pages using dynamic templates, without keyword cannibalization or thin content penalties.6 min read
CRO · February 2026AI Personalization in eCommerce: The Tools and Tactics Lifting Revenue in 2026How AI product recommendations, personalized search, predictive replenishment and dynamic landing pages work on Shopify, and how to measure whether each one earns its keep.7 min read
Shopify · January 2026Shopify Subscriptions: Building Predictable Recurring Revenue That CompoundsHow to build a subscription program on Shopify with Recharge, Stay.ai or Shopify Subscriptions: the offer, onboarding and churn.8 min read
eCommerce · December 2025WooCommerce to Shopify Migration: A Developer's Technical PlaybookHow I migrate WooCommerce stores to Shopify without losing SEO rankings, customer data, or order history: the full technical checklist.9 min read
Analytics · November 2025First-Party Data & Server-Side Tracking: Future-Proofing Your eCommerce AnalyticsiOS privacy updates and cookie restrictions are breaking attribution for most eCommerce stores. Here's how I rebuild accurate data collection using server-side tracking and first-party data strategies.7 min read
eCommerce · October 2025TikTok Shop for Shopify: Setting Up Social Commerce That Actually ConvertsTikTok Shop is generating real revenue for DTC brands. Here's how I integrate it with Shopify, sync product catalogs, and build creator affiliate programs that scale organically.6 min read
Shopify · February 2025The Checkout Optimization Playbook for Shopify StoresWhy most Shopify checkouts leave money on the table, and the exact steps I use to fix cart abandonment, build upsell sequences, and lift AOV.6 min read
Analytics · January 2025GA4 + GTM Setup for eCommerce: A Developer's GuideServer-side tracking, enhanced eCommerce events, and attribution models, how I set up analytics that actually help store owners make revenue decisions.7 min read
WordPress · December 2024WordPress Performance: Achieving Sub-2s LCP on Enterprise SitesCore Web Vitals techniques I use on WordPress builds, from image optimization and caching layers to CDN configuration and database cleanup.5 min read
CRO · November 2024A/B Testing for eCommerce: What to Test First (and Why)A prioritized testing roadmap for Shopify and WooCommerce stores: what to test first, how to run a valid test, and how to read the result.7 min read
Shopify · October 2024The 12 Klaviyo Email Flows Every eCommerce Store NeedsThe automated email sequences every Shopify store should run, from the welcome series to win-back, and how I set them up in Klaviyo.9 min read
Shopify · September 2024Shopify Page Speed: How to Get a 90+ Performance ScoreThe technical playbook for speeding up Shopify stores, theme bloat removal, image optimization, third-party script management, and Liquid render optimization.6 min read
- CRO · August 2024Building High-Converting Upsell Funnels for eCommerceHow I design upsell and downsell sequences, with the offer order, pricing and measurement, and a real Checkout Champ ladder as the example.8 min read
eCommerce · July 2024Shopify vs WooCommerce in 2025: Which Platform Wins for Revenue?An honest comparison from someone who builds on both platforms daily, when to choose Shopify, when WooCommerce makes more sense, and the real cost of each.7 min read
SEO · June 2024eCommerce SEO: How to Rank Product Pages That Actually ConvertTechnical SEO meets CRO, how I optimize Shopify and WordPress product pages to rank on Google AND convert the traffic they attract.6 min read