Why your Meta ROAS is lying to you (and what to reconcile it with)
Post-purchase surveys, incrementality tests, and MMM basics for stores under $10m revenue. Stop trusting the dashboard.
FIELD NOTES
Notes from production.
Postmortems, diagnostics and playbooks from real ecommerce stores. What broke, what we found, what we shipped.
The WooCommerce plugin conflicts we see on 70% of new intake stores
A short field guide to the five conflicts that eat performance and silently break checkout on WooCommerce — and how to resolve them.
The PDP redesign checklist that lifted CVR 81% on a homewares brand
Twelve changes, ranked by impact. What we test first, what we test last, what we never touch on a product detail page.
Automating support with AI without destroying CSAT
Where to draw the line between LLM triage and human resolution — and how to measure that it's actually working.
Core Web Vitals for ecommerce, minus the plugin snake oil
What actually moves LCP and INP on a Shopify Plus store, and why speed plugins won't get you past the threshold.
TikTok Shop for DTC: a two-month field report
Which categories are working, which aren't, and the creative pattern that pulled our best result.
The Black Friday incident where our on-call saved $340k
3:17am UTC alert, database exhaustion, load balancer routing wrong. Full timeline, decisions, and aftermath.