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Articles

Notes for people who run websites.

Guides, client stories and notes from the lab, sorted by topic. Written for the people who run a store or a site day to day, not for other agencies.

Email & Growth · Guide · 12 minBlack Friday Ecommerce Strategy Guide for BFCM 2026The plan we use with ecommerce brands, working back from November 27.Read the guide →

Topics

ShopifyRunning and growing a store on Shopify and Shopify Plus.1 article
ReplatformingMoving to Shopify without losing what you've built.5 in the works
WordPressSites for institutions, nonprofits and B2B: building them and keeping them running.First articles coming
Design & BrandHow good design earns trust, on the site and off it.2 articlesAI SearchGetting recommended by ChatGPT, Google AI Overviews and other assistants.1 article
SEOThe search basics that still decide who gets found.8 in the works
Email & GrowthEmail, retention and the seasonal pushes that grow revenue.4 articles
OperationsERP, inventory, fulfillment and the systems behind the store.2 in the works
AI at WorkPutting AI to work in your business, with a person checking.1 article

All articles

AI Search · Guide · 9 min

Generative Engine Optimization for Ecommerce Brands

How ecommerce brands get cited by AI assistants, and what to fix first.

Email & Growth · Guide · 13 min

Klaviyo List Cleaning Guide

Lower your Klaviyo bill and land in more inboxes by cleaning the list you already have.

Email & Growth · Client story · 2 min

How we cleaned a Klaviyo list

What we removed, what we kept, and what it did to deliverability.

Email & Growth · Guide · 12 min

Black Friday Ecommerce Strategy Guide for BFCM 2026

Offers, email and SMS, site readiness and the follow-up, working back from November 27.

AI at Work · Guide · 13 min

AI and Machine Learning in Ecommerce

Where AI already earns its keep in a store, and where it doesn't yet.

Design & Brand · Guide · 12 min

Optimizing Mobile User Experience in Ecommerce

Where mobile shoppers give up, and how to keep them going.

Shopify · Guide · 16 min

How to Start a Successful Shopify Store

The decisions that matter before launch, from theme to payments.

Email & Growth · Guide · 17 min

Hyper-Personalization in Ecommerce: 10 Questions

What personalization can do for a store, and what it takes to run.

Design & Brand · Guide · 14 min

Improving Usability Through Micro-Interactions

The small moments of feedback that make a store feel easy to use.