If you've ever second-guessed which t-test to run on your experiment data, this guide is for you. I break down the difference between independent and paired t-tests with real SaaS and e-commerce examples, a decision framework, and Python code you can use
Most ecommerce advice is written by vendors trying to sell you something. I break down the real tactics I'd use to build and grow an ecommerce business in 2026, from agentic commerce to post-purchase LTV.
Most marketing fundamentals content is still teaching 2019 playbooks. I break down the principles that actually drive growth in 2026, with real SaaS benchmark data attached to every one.
Digital marketing is bigger and more complicated than most definitions let on. I break down every channel, what AI is actually changing, and where to focus your budget if you're building or rebuilding a growth motion.
70% of shoppers abandon their cart before buying. I break down the exact funnel modifications I'd prioritize right now to recover that revenue and compound it across every stage of your sales flow.
Most marketing teams still treat the funnel as a straight line that ends at the sale. I break down the full six-stage modern funnel, the benchmarks that actually matter, and what to test at every stage.
The 4Ps framework is not wrong, it is just built on assumptions that no longer hold. I break down what each P actually looks like for SaaS and ecommerce growth teams making real channel mix decisions right now.
Most growth teams are using the wrong t-test without realizing it, and that mistake quietly kills real signals in their data. Here is how to use the paired t-test correctly in SaaS and growth contexts, with a full worked example.
The enterprise sales playbook most people learned is under serious pressure right now. I break down what's actually shifted in 2026 and how a growth practitioner should be thinking about it.
Most conversion optimization advice recycles the same generic tips. I dug into the 2026 benchmark data so you can see what actually separates top-decile performers from everyone else.
Affiliate marketing is a $19.4B channel with a $6.50 return per $1 spent, but the real story is what's happening underneath the surface with attribution, tracking, and vertical economics. Here's what I think every growth operator needs to know.
Most brands treat January as a Q4 hangover sale and wonder why it underperforms. I break down the full tactical playbook for running a January campaign that actually converts in 2026.
B2B means one business selling to another, but the real story is how that changes everything about funnels, ads, and growth. Here's what you actually need to know.
Everyone talks about improving conversion rate, but most people are measuring it wrong. I break down the real benchmarks, where the comparisons fall apart, and what actually moves revenue.
Most experiment write-ups are about winners. This one is about a test that ended with a shrug, because I think the shrug is more instructive than half the wins I've published. The question was as…
"Loss aversion" might be the most name-dropped concept in conversion work. People feel losses roughly twice as strongly as equivalent gains, therefore frame everything as a loss, therefore profit.…
There's a conversion case study you have almost certainly seen if you've spent any time reading about landing pages. It's the one about button copy: change your call-to-action from second person to…
Our pricing page has always bothered people internally. It shows one plan, a single primary card with one price and one button, and tucks the other two tiers behind a drawer you have to open…
The hero section on a SaaS product I work on has a classic layout: a headline, an input field where you type something about yourself (in our case a URL), and a button. To start, you fill the field…
Open any growth blog and you'll find the same advice: shorten your onboarding. Cut steps. Reduce friction. Every field you remove is conversion you gain. I believed it. I've even written it. So on a…
I've been deep in Google Ads data for 2026, and a lot has changed. Here's my honest practitioner breakdown of what's working, what's overrated, and where I'd put budget right now.
Meta is not the same platform it was two years ago. I'm breaking down exactly what's changed, what's working, and what's quietly killing performance for operators still running it like it's 2022.
I dug into the 2026 Google Ads benchmarks so you don't have to. Here's what the numbers actually mean if you're running paid search for SaaS or ecommerce right now.
Earlier this month we wrapped up a checkout experiment on a SaaS product I work on. Seven variants, a couple of weeks, a few hundred users through the funnel. The conversion lift was big — but…
You've seen it as a customer: you add a card to an app, a $1 charge appears on your statement, and a few days later it vanishes. No money ever actually moved. That $1 was a card verification: a…
If you've ever tried to write an end-to-end test that fills in a card number, clicks "Pay", and asserts that a subscription got created, you've probably discovered something frustrating. The way you…
If you're running Meta ads, Event Match Quality (EMQ) is one of the highest-leverage numbers you're probably not looking at. It sits quietly in Events Manager, scored out of 10 per event, and it…
Every founder says they run experiments. Most don't. They swap a headline, recolour a button, wait a week, then crown a winner off the back of a 3% lift. That isn't experimentation. It's guessing with…
