I’m convinced that one of the most underused levers in reducing checkout abandonment is the way we communicate shipping. Too often shipping is an afterthought — a line item that appears at the last minute and triggers sticker shock or hesitation. Over the past few years working with brands from...
Apr 04, 2026
• by Élise Martin
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I’ve spent years digging into user behavior on e-commerce sites, and one insight keeps coming back: seeing where customers hesitate is the fastest way to fix leaks in your checkout funnel. Customer journey heatmaps give you that visual clarity. They show not just where people click, but where they look, scroll, and get stuck — which is precisely what you need to reduce checkout abandonment...
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I’ve burned my share of ad budgets learning what scales on TikTok — and I’ve also saved thousands by running cheap, smart creative tests that reveal whether a concept has the potential to scale before I hand over a large media plan. Below I’ll share the practical, low-cost experiments I run first, the early metrics that matter on the platform, and how to interpret signals so you can stop...
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When I first started advising clients on customer support strategy, the question I heard most often was: “Should we invest in conversational AI or stick with live chat to reduce tickets?” It’s a valid question — both approaches promise to deflect tickets, speed responses, and improve customer experience, but their costs and impacts are very different depending on context. Over time I’ve...
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I’ve spent years watching how big brands turn simple ideas into addictive customer habits. One of the most visible examples is Starbucks: approachable tiers, clear benefits, and a mix of emotional and transactional rewards that keep people coming back. As an indie e-commerce owner, you may think tiers like these are out of reach without a large budget—and I used to think the same. But after...
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I remember the first time I watched a customer tap “Checkout on Instagram” and complete a purchase without ever leaving the app. It felt like witnessing a small miracle: the friction of redirecting to a separate site—slow load times, forgotten passwords, and abandoned carts—had simply disappeared. For small retailers, that streamlined path can be the difference between a sale and a lost...
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I’ve run dozens of live webinars and, if I’m honest, I used to treat each one like a one-off event: a lot of prep, a spike in registrations, a few sales... and then silence. Over time I learned that the real value of a webinar lies in its recordings. By repurposing them into an evergreen sales funnel, you can turn a single piece of content into a predictable revenue machine that works while...
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I remember the first time I turned a heatmap into a roadmap for conversion improvement. We were seeing frustratingly high checkout abandonment rates on a mid-size e-commerce site—around 68%—and it felt like pulling teeth to identify where customers were dropping off. Once we layered customer journey heatmaps with session replays and a few targeted tests, abandonment dropped nearly 40% within...
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I remember the sinking feeling when a product I launched last year started to underperform within the first week. The ads were driving clicks, but conversions lagged. Reviews were mixed. Our target audience wasn’t resonating the way we’d hoped. I had 30 days to turn it around. What saved that launch—and many others since—was a rhythm I now call targeted micro-influencer sprints. If you're...
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I get asked a lot: "Which content formats actually earn organic backlinks when you have zero budget?" As someone who’s spent years helping niche B2B sites punch above their weight, I’ll be honest — not every "free" format moves the needle. But some consistently outperform others, especially when you tailor them to the audience’s workflow, pain points, and data needs. Below I share the...
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Running a 7-day ad test is one of my favorite sanity checks when launching a new campaign. It’s short enough to move quickly, but long enough to collect meaningful signals—if you know what to look for. Over the years I’ve learned that the temptation to chase impressions or vanity metrics can derail predictive insights. Instead, you want a small set of reliable indicators that help you...
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