Journal

What we've learned, given away for free.

No gated PDFs and no thought leadership. Just the things we keep explaining to clients, written down properly so we can send a link instead.

Abstract composition of concentric orbital rings over a dot grid, in violet

CRO2 Sept 20268 min

Your A/B test wasn't significant. It was noise.

Most Shopify stores don't have the traffic to detect the uplifts they're chasing. Here's the sample-size maths nobody in this industry particularly wants to show you.

Read it →

Abstract composition of concentric orbital rings over a dot grid, in teal

Klaviyo14 Aug 202611 min

The seven Klaviyo flows that actually pay for themselves

Everyone builds an abandoned cart flow and stops there. These are the ones we build next, in the order we build them, and roughly what each one is worth.

Abstract composition of concentric orbital rings over a dot grid, in amber

Shopify23 Jul 20266 min

When a custom Shopify app is cheaper than the one you're renting

Three apps at £400 a month is £14,400 a year, every year. Here is the break-even maths on building versus subscribing, and the cases where renting is still the right call.

Abstract composition of concentric orbital rings over a dot grid, in coral

Hiring30 Jun 20269 min

What a Shopify developer actually costs in the UK

Day rates, project rates and agency retainers, with the ranges nobody publishes — plus how to work out which of the three your problem actually needs.

Abstract composition of concentric orbital rings over a dot grid, in green

SEO19 May 202610 min

Moving to Shopify without losing your rankings

A 40% drop in organic traffic after a replatform is common, avoidable, and almost always caused by the same four things. Here is the order we do it in.