Behind The Screens
The 5-minute newsletter that uncovers hidden security risks, exposes e-commerce blind spots, and reveals the optimization tactics only insiders know.
Each week, you will get at least 1 battle-tested online retail tactic used by industry-leading brands to unlock hidden revenue and drive explosive growth.
Previous Issues of Behind The Screens:
Why Your Checkout Flow Is Costing You Millions – And The 3-Click Rule No One Talks About
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
You’re losing sales because of this one blind spot
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
Scaling shouldn’t feel like building a plane mid-flight
A few weeks ago, I had a chat with a director of a growing direct-to-consumer (DTC) brand. They’re hitting $10M ARR and on track to double this year. But he looked exhausted. “We’re scaling fast,” he said, “but everything is slower. Site speed, checkouts, our dev cycles… it’s all lagging. I feel like we’re building a plane mid-flight.” This isn’t unique. E-commerce brands often chase scale with a “more is more” mentality: more SKUs, more plug-ins, more features, more third-party tools. But at some point, all that “more” becomes the bottleneck. Everyone wants the Shopify store that feels like Apple.com. But almost no one is willing to simplify enough to
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