Behind The Screens

Redesigning your e-commerce site can feel like renovating a house. It’s exciting. It’s full of potential. But it can also become a chaotic money pit if you don’t plan for what actually matters. And yet, most brands treat a major site overhaul like a new paint job – purely aesthetic, overly optimistic, and rarely scoped with enough foresight. If you’re planning a redesign in the next 12–18 months (or even just thinking about it), this one’s for you. Let’s talk about how to avoid burning cash and losing momentum when your e-commerce site gets a facelift. The $100K Mistake I’ve seen it a couple times already: a brand sets a

A couple weeks ago, I was consulting with a DTC brand that had all the right ingredients – solid traffic, a beautifully branded site, strong customer LTV. But something wasn’t adding up. Despite their stellar funnel, conversion was plateauing. So I did something I typically do in these scenarios: I bought something. Ten minutes later, I had the answer. Their checkout flow had six steps. Six. Worse, four of those steps had micro-frictions – things like forcing account creation, loading delays between shipping and billing screens, hard-to-edit form fields, and one that made me audibly groan: having to manually enter my address for both the shipping and billing (even though they were

A couple weeks ago, I was chatting with someone running a Shopify store. Great brand, killer product, solid traffic numbers. But sales? Flatlined. They’d already optimized their homepage, invested in SEO, and tested dozens of Facebook ad creatives. But conversion rates were stuck at 1.3%. So I asked a simple question:“When was the last time you walked through your own checkout process on mobile?” Silence. Then: “Wait… do you mean like, actually buy something?” Yes. That’s exactly what I meant. The Bottlenecks You Can’t See in Google Analytics In the world of e-commerce, we’re trained to look at dashboards. Bounce rates. Funnel drop-offs. Revenue per session. It feels like we’re