Hey optimizer!

Welcome back to ConversionMail!

Let's skip the formalities and get straight to the good stuff.

Here's what we've got lined up for you this week...

🇬🇧 Filling Fast. Capped at 200 Brands. Last Mixer Sold Out

On July 9th, we're heading to Canary Wharf for what might be the best eCommerce mixer of the summer.

Just 200+ founders, operators, marketers and agency leaders getting together for good conversations, genuine connections, drinks, food and a great evening on the terrace.

We'll also be hosting a fireside panel featuring myself, @oliverwhudson, and Emini Jaggan-Hilton, where we'll be discussing the current state of eCommerce, AI, acquisition, CRO, what's working right now, and where we think the industry is heading next.

If you're running, scaling or supporting an eCommerce brand and want to meet some of the smartest people in the industry, we'd love to see you there.

5pm till late.

The Sipping Room, Canary Wharf.

Who's coming?

How Dozens of Tiny Fixes Beat One Dramatic Redesign

Tuft & Paw already has a beautiful brand. So this isn't about redesigning it. It's about making every page work a little harder.

No analytics. No heatmaps. No customer data.

Just what I'd test first from a UX/CRO perspective after 13+ years optimizing ecommerce stores.

1. Cart

The goal isn't just checkout. It's maximizing the value of every customer.

• Visual progress toward free shipping

• Cleaner product hierarchy

• Higher converting cross sells

• Savings made obvious

• Stronger checkout confidence

2. PDP

The product is great. The page just needs to sell it faster.

• Trust above the fold

• Benefits before features

• Variant selection that's easier to scan

• Multi pack pricing made obvious

• Less thinking, faster decisions

3. Homepage

A homepage has one job: Make people want to keep scrolling.

We'd test:

• Stronger trust signals immediately

• Better category discovery

• A more benefit led hero

• Sharper messaging

• More obvious CTAs

• Faster paths to best sellers

The best CRO work rarely looks dramatic. It's usually dozens of small improvements that remove friction, increase clarity, and make buying feel effortless.

That's where the biggest wins come from.

Your Hero Section Might Be Costing Sales

Confused users don’t convert.

We fixed that and lifted conversions by 24.97%.

The only change?

A smarter above-the-fold section on the PDP.

→ Clear headline that sells outcomes, not features

→ Strong visuals that showed the product in context

→ Trust signals (ratings, guarantees) surfaced instantly

No offer tweaks. No full redesign.

Just clarity before the scroll.

+24.97% conversion rate

+24.54% revenue per session

If your top section doesn’t explain what you sell and why it matters, you’ve already lost the click.