The lab notebook
Where we publish our findings.
What we learn from testing Shopify stores, and what you can use on your own.
Research
Why your PDP above-the-fold is still wrong in 2027
Most product pages spend their first screen describing the product. The tests we ran show what shoppers need there instead, with real results from four brands.
Nov 6, 20264 min
Framework
The 7 psychological drivers, ranked by lift
We compared five winning Shopify and D2C tests against the seven reasons shoppers hesitate. Clarity and proof showed up in every win. Here is the full ranking.
Nov 6, 20264 min
Guide
Why is my Shopify store getting traffic but no sales?
If people visit your Shopify store but don't buy, the cause is usually the wrong visitors, a page that doesn't answer their doubts, or friction on the way to checkout. Here's how to find which.
Nov 6, 20264 min