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I take apart real Shopify stores and show you exactly what's costing them money.

I run GrowthOps at Ecom Luxx, a conversion rate optimization partnership for DTC ecommerce brands doing $3M and up.

Product pages, collection pages, filters, carts and checkouts, on brands you've heard of. Every claim is checkable. I name the store, I show the URL, and I read the page on screen so you can pull it up and check me while I talk. Where something comes from research rather than the page, I say whose research and how big the sample was.

Whatever the format — teardown, checklist, framework or test result — the standard is the same. Real stores, real numbers, and you can go and verify every one of them.

What you'll find here: store teardowns, product page and collection page optimization, checkout and cart UX, A/B testing and what the results actually mean, sales funnels, landing pages, CRO frameworks and checklists, and an honest look at where AI helps in CRO and where it gets things wrong.