Testing, evidence, and the discipline to tell a real lift from noise.

2 posts in Conversion Optimization

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  October 16, 2026

  Shoppers don't need free shipping. They need a date they can trust.

  52% of retailers think shipping cost decides the sale. Shoppers rank it third. The factor they rate highest is an accurate delivery date at checkout.

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  July 21, 2026

  A real lift or just noise? The testing discipline most CRO programs skip

  Most 'winning' A/B tests are false positives. Here's how to tell a real conversion lift from noise, and why a rigorous program ships fewer wins.