i moved to Colombia last year left a stable engineering career left Canada left everything familiar best decision i made not because Colombia is perfect but because comfort was making me slow the moment you stop being slightly uncomfortable you stop growing find the thing that scares you a little and stay close to it

your ad agency is lying to you ROAS doesn't pay your rent profit does here's the math nobody shows you: $50K ad spend 2x ROAS = $100K revenue sounds great now subtract: - product cost - fulfillment - agency fees - platform fees you're barely breaking even meanwhile they're sending you a case study about your "success" start asking: what did i actually keep?

brands will spend $30K/month on ads and refuse to spend a few thousand to fix the store those ads send traffic to that's like hiring a salesperson with a broken wifi connection then wondering why they're not closing

ugly store with a strong offer: Converts beautiful store with a weak offer: Doesn't i've analyzed 124 Shopify product pages the highest converting ones were not the fanciest they were the clearest your store doesn't need a redesign it needs a better answer to: "why should I buy this, right now, from you?" fix that first

60,000 visitors per month 4.37% conversion rate Growing ad spend every month Still plateaued Here's what nobody had noticed: This was a CBD gummy brand Solid product and reviews Profitable ads By most metrics they looked healthy But revenue had been flat for 4 months despite spending more on traffic every single month They were convinced the solution was more ads Better creatives New audiences A different agency I asked them to hold off on all of it for 30 days Instead I pulled the heatmaps What I found was sitting in plain sight 68% of visitors were bouncing from the product page without scrolling past the first section Session recordings showed why Visitors were landing on the page and immediately looking for one specific piece of information How many gummies came in each bag It wasn't anywhere obvious It was buried in the product description below the fold By the time visitors found it, most had already left The hypothesis: If we surface the gummy count directly above the buy button, bounce rate will drop because we're removing the primary point of confusion at the most critical moment The fix was a small badge Four words One week to implement We ran the test until we hit 200 orders per variation Result: Conversion rate went from 4.2% to 5.12% +$20K per month We didn’t create new ads We just put one piece of information in the right place They had been paying to drive 60,000 visitors per month to a page that was quietly turning most of them away over four words The problem is almost never where you think it is

the best copy for your store already exists your customers wrote it 2-4 star reviews are the goldmine not 5 stars (too happy to be specific) not 1 star (too angry to be useful) 2-4 stars says: "i bought it, but here's what almost stopped me" that objection is your next headline that hesitation is your next test hypothesis mining reviews is free most brands never do it

beautiful design is not CRO i've seen gorgeous stores converting at 1.1% and ugly ones at 4.8% your designer is optimizing for aesthetics your CRO person is optimizing for decisions they are not the same job hire accordingly

CRO is a bad name for what I do but it's what people Google what I actually do: find where your store is quietly bleeding money and stop it CR is a vanity metric revenue per visitor is what matters if your CR goes up but AOV is low you just ran a bad test and called it a win

90% of A/B test results are wrong Not because the test failed But the reality is.. You never ran a real test to begin with Here's what most brands call an A/B test: You see something in a random youtube video Run it for 2 weeks Call the winner at 74% significance Move on That's a coin flip Real testing starts before you touch the store It starts with a hypothesis Not "Let’s try what I found on twitter" More like: "68% of visitors are dropping off before the add-to-cart button because the value proposition is unclear. So if we rewrite the headline around the primary objection we found in customer interviews, conversion rate will increase." One of those is a guess The other is an experiment Most brands have run 100s of tests and learned nothing from any of them Because they never knew why they were running the test in the first place No hypothesis No customer data behind it No statistical significance standard No documentation of what they learned Just vibes and a dashboard Before your next test, answer these three questions: What data told me this is the biggest problem? What customer behavior supports this hypothesis? What would have to be true for this test to win? If you can't answer all three You're just changing things and hoping