CEO at Enavi | Customer-First Conversion Optimization for Shopify stores. Find your metric on fire 🔥 and unlock growth through data and customer research.

If you're curious... I didn't dream of this job. I wanted to be a musician and then failed at that and stumbled my way here. But let me tell you I love it.

I spend my days optimizing some of the biggest Shopify stores at Enavi a Shopify CRO agency.

We specialize in what we call Human-Obsessed CRO. Our process is simple we dive deep into the mind of the customer to understand why they buy and why they don't buy. Then we take those learnings and improve the on-site experience.

I am on a mission to make CRO more approachable, so if you want to chat just reach out!

In my free time you will probably find me watching or playing sports. I like to play board and card games (strategy games of course). You'll probably never catch me not in a hat... if you do, count yourself lucky.

Anthony Morgan

I totally get the struggle as an ecomm director when some (feels random) 2026 goal is set to increase subscription take rate by 50% for 2026.

The worst part is you didn’t set the goal and it’s just added to another list of 50 other goals that create a slew of conflicting priorities.

It’s totally fair to ask… 
How the heck am I going to do that?

The truth is though…

If you look at what your PDP is actually 
communicating about subscription, 
you’ll realize: not much.

A toggle. A small discount. 
Maybe a line about "subscribe and save."

And that's supposed to convince someone who: 

Just clicked a random ad 
Who doesn’t know you from Adam 

To commit to a subscription?

Ya maybe…

If you give them a FAT discount, 
but then they’ll probably just treat it 
like a one-time purchase and... 
unsubscribe right after.

What if that subscription take rate goal 
that you didn’t set and is totally random 
and not backed in supporting data at all...

What if it might not be that unrealistic?

I know that sounds crazy to say, 
but we’ve seen it before.

I unpacked this with 𝗠𝗮𝘁𝘁𝗵𝗲𝘄 𝗛𝗼𝗹𝗺𝗮𝗻 on his 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 𝗣𝗿𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 podcast. We got into this whole conundrum of data-less goal setting and exactly what's missing and how to fix it.

Here's what we covered:

→ Why most product pages aren't selling (and what cold traffic from ads actually needs to see)

→ The subscription value props framework that lifted take rate 50%+ (this wasn’t just one winning test… no silver bullets… sorry)

→ Why A/B testing is a research tool, not a party trick 🥳 and how to start to actually learn from your wins

→ The biggest waste of time in CRO (spoiler: it's probably where you're focusing right now)

If you're running a subscription brand 
and wondering why your take rate isn't 
where it should be, this episode breaks 
down exactly where the friction is hiding 
and some practical next steps you can do.

👇 Link in the comments

Big thanks to 𝗠𝗮𝘁𝘁𝗵𝗲𝘄 𝗛𝗼𝗹𝗺𝗮𝗻 for having me on. 

Always great to dig into the mechanics of what actually moves the needle for subscription brands.

P.S. Today I tried cottage cheese pancakes for the first time this morning. When I say tried I mean my wonderful wife made me some spurred on by 𝗖𝗹𝗮𝗶𝗿𝗲. I don’t know if these are a Canadien or Montreal thing, but I do know they are pretty dang good. Pic in the comments. Have you ever tried them?

Founder & CEO Enavi | We elevate the performance of 8 & 9 Figure Shopify Stores | Pioneering Human-Obsessed CRO

26 Hard-Earned Lessons from 10 Years of Running Experiments for Ecomm Brands

1. Redesigns are 85% of the time a waste of effort and produce ZERO ROI

2. It’s less about the size of the swing and more about the size of the problem

3. AB Testing as a form of research is more important than as a means to validate ideas and impact

4. The intra-site funnel is crucial to understanding and monitoring your on-site performance

5. Not “CRO” but new customer acquisition is WAY more important than retention

6. Your conversion rate can be too high

7. It’s the quantitive data that points to where to focus (problems/opportunities) and the qualitative that points to the why

8. Most optimization on the Shopify checkout is a waste of time

9. The only way to truly mitigate risk is to experiment

10. Product-Market-Fit is not a one time thing. Treat it more like a treadmill, if you stop focusing on it you’ll backslide

11. You test to solve data-backed problems not to test random ideas

12. Sure GA4 is hard to use, but I actually like it

13. It’s better to go a mile deep than a mile wide with your research

14. Basic AB testing statistics is necessary otherwise you’ll lean on unreliable platform data

15. Research is 80% of the CRO effort anything less and you’ll struggle to identify data backed problems

16. Most CRO work in the Shopify space is just window dressing and won’t produce long-term sustainable growth

17. Multivariate testing doesn’t increase your chances to win → Most of the time it only increases the amount of poor ideas that make it as test variants

18. The ROI of a CRO program is quantified in more than just the lifts of winning tests

19. CRO is the process of understanding and influencing human behavior

20. I don’t believe in best practices, but I do believe in table stakes

21. Conversion rate is a deceiving metric and 90% of the times its fluctuations good or bad don’t actually have to do with the on-site experience/performance

22. CRO and the foundation of customer research that forms the process must become the central nervous system for your business

23. Almost every element and section on your site should earn it’s way on the page

24. AB Testing doesn’t stop at the conclusion of the test it’s a loop (3i Iteration Loop) not a line and most tests can be iterated on

25. There is a difference between CRO work that raises the floor and experimentation that raises the ceiling → Most are burning budget on tests that couldn't lift a feather

26. 9-figure brands shouldn’t be treating all users the same, but that doesn’t mean 8-figure brands can do the same → Sample size by segment matters

P.S. Disagree with something I said... then let me know why in the comments? Public discourse is incredibly valuable and we are all learning. I'd be happy to learn something new today.

P.P.S. Yes... this image was generated by ChatGPT, but this post was 100% not. Not one idea or point came from AI. Screw AI slop.

The Shopify CRO space is wrong 90% of the time about AB Testing. 

There are 6 red flags that most ignore…

Especially those on the SaaS side.

If you’re an 8- or 9-figure brand, 
you can’t ignore these.

Otherwise you’re are exposing 
yourself to more risk then if
you weren’t even testing...

It’s a red flag if you have:

These first 3 definitely go hand in hand.

1. 90%+ win rate

2. Tests running for under 2 weeks

3. Test wins with too few of users

These next 3 all have the same root issue: 

Testing is not seen as research, 
but only to validate (mostly random) ideas

4. Ideas aren’t rooted in data-driven problems

5. No hypothesis documentation

6. No post-test review process

Any of these you feel like your testing program falls into?

It's ok. It's part of the process. 
At least you're testing... right?... or wait.

Yep that is right…

At the beginning I said you are exposing 
your brand to more risk, then if you 
weren’t even AB testing at all. 

Bold statement, but I'll double down on it. 

The fact that you're testing is progress 
just know there is more progress to be made.

AB Testing isn't the end goal. 
It's honestly just the beginning.

And if you aren't careful....

The confidence you're currently (maybe?) feeling behind your decisions could be false. And that will come at a real cost.

You might not feel it now, but you will. 
Trust me I started where you're at.
And I've still got a ways to go.
But it's all totally worth it.

P.S. I'm not here to just leave you hanging feeling down. If you are curious and serious about upgrading your CRO efforts in 2026 give me a follow.

After 6 months of launching "winning" test after "winning" A/B test, on-site performance was declining for this 8-figure ecomm brand.

Frustrations were rising. 
Fingers were pointing.

The testing roadmap was stale. 
ROI was barely quantifiable.

And the worst part?

They had pushed live several detrimental ideas that they thought had won.

This was the reality of one of the brands we just started working with.

And here's the kicker:

They exposed the business to MORE risk 
than if they wouldn't had tested at all.

Why?

Because they had all this false 
confidence behind their decisions. 
And that confidence led to real costs.

6-figures in cost... 

Cost in investing in bad ideas. 
Not just the investment to test them, 
but the investment to implement them.

Getting under the hood of their program, 
I bucketed the mistakes in these 6 issues:

The "False Wins" Trio:
1. Inflated win rates (90%+ isn't reality)
2. Premature winner declarations (calling tests before 2 weeks)
3. Low confidence wins (too few users in the sample)

The "Research Mindset" Trio:
1. Random idea testing (not rooted in data-driven problems)
2. The hypothesis documentation void (no clear "why" behind tests)
3. Testing only to validate ideas not to learn and solve real problems

These aren't just theory.

These were the exact issues 
that killed their CRO program.

And cost their brand not only 
6-figures in wasted investment,
but also a declining conversion rate.

That is a compounding loss. 
With tons of lost revenue.

I get this though. 

I've learned the hard way 
over my 10 years of testing.

I can't say I've only had winning programs.

A lot of my strong opinions 
(oftentimes contrarian) 
are rooted in failures.

A lot of this is rooted in 
shortcutting the process. 

This pressure to show activity over insights and wins over learnings.

It's not a recipe for success. 

It's a recipe for declining performance 
that you won't notice until it's too late.

The good news?

Recognizing these red flags is a very important first step.

AB testing isn't the end goal… 

It's just a part of the process for solving real data backed problems.

The end result should produce long-term sustainable growth.

If you're serious about upgrading your CRO program's results in 2026, you should ask yourself am I struggling with any of these issues?

P.S. Any other red flags you've experienced that you had to learn from the hard way? 

I know these ones I mentioned only touch on a fraction of the common issues I see, but in my opinion these are the most important ones to get right.

Shopsys

I am fully responsible for all business activities and results of the entire Shopsys group. We sell implementations of our own e-shops on the Shopsys and Shopify Plus platforms (through the agency Sounds good, which I founded). Additionally, we offer our own SaaS tool Convertim as an alternative one-click checkout solution that increases online conversions. I am accountable for achieving our corporate goals in revenue from new implementations and related ARR.

Chief Sales Officer

As one of the key members of the management team, I contribute to the successful integration of Shopsys and Sounds Good, two significant players in Czech e-commerce. My key areas of responsibility include:

Collaboration on Strategy: Actively participating in the creation and implementation of the strategy for the successful merger of both companies.

Managing Sub-Projects: Leading or participating in the management of sub-projects within the integration to ensure a smooth merger process.

Team Motivation and Development: Together with other leaders, supporting and motivating the Shopsys and Sounds Good teams for effective collaboration.

Optimization within My Area: Mapping and proposing resource optimizations within my area of responsibility to maximize the potential of the merged company.

Contributing to Market Share Growth: Actively engaging in activities to strengthen market share and solidify the position of both companies in Czech e-commerce.

Communication and Awareness: Ensuring effective internal communication within my team and keeping the management informed about the progress of the integration.

Managing Shareholder

Sounds Good Agency | Shopify Experts

Roles & Responsibilities:
1. Lead, Manage, Keep team accountable
2. Generate revenue: services, products, affiliate content and partnerships
3. Internal Marketing
4. Company resource management
5. High-quality communication and support for clients and users

Head of Business Development

As the Founder & Shopify Expert at Sounds Good Agency from June 2018 to February 2022, I led our team to create outstanding e-commerce solutions for clients on Shopify Plus. Through my leadership, we transformed Sounds Good Agency from a one-man show into a successful 15+ people operation that made Shopify an e-commerce trendsetter in the Czech market.

During my tenure, I managed over 50 projects, delivering exceptional results that helped our clients increase their online sales and revenue. I migrated three large-scale e-commerce stores from other platforms to Shopify Plus, resulting in smoother user experiences, better website performance, and more scalable systems.

I take pride in my deep expertise in Shopify, its features, limitations, and best practices. My dedication to staying up-to-date with the latest trends and best practices enabled me to provide our clients with innovative and customized e-commerce solutions that exceeded their expectations.

My passion for continuous learning and growth, combined with my strong leadership, project management, e-commerce expertise, and client management skills, helped me build lasting relationships with clients and grow Sounds Good Agency's reputation in the market.

Looking back, it was an incredible journey, and I'm proud of the team we built, the projects we delivered, and the successes we achieved. I'll always cherish my time at Sounds Good Agency and the impact we made in the Czech e-commerce market.

Founder & Shopify Expert

Greenwood Ents s.r.o.

- E-commerce and business consulting for Shopify Merchants
- Set up stores in Shopify
- Tweak and customise stores in Shopify to fit clients' needs and their business goals
- Develop themes in Shopify using HTML, SCSS, Javascript and Liquid
- Launch and manage e-commerce stores: www.travelitestore.cz and www.detskekufry.cz
- Mentor new-comers and Junior Shopify Experts

Shopify Expert

PRGX

- Solicit AR statements from the vendors of our clients through different communication channels
- Administration and updating the database system
- Cooperate and communicate with the auditors in order to assist them with the ongoing projects
- Investigate new ways to improve the working processes
- Impart Business English Lessons to the collagues who want to improve their communication skills

Audit Assistant

McDonald's

- Assure that everybody followed the right procedures
- Teach, be an example and provide continuous training to employees
- Be a link between managers and operation workers
- Evaluate staff knowledge and performance
- Motivate the team

Trainer

RE/MAX

- Reception and attending customers

- Telephonic service

- Organization of commercial processes and selling support materials
- Development of motivation activities with the Brokers in order to promote the sales agents’ work

Coordinator

Feeling capped at $2M or even $5M+ GMV? Your tech shouldn't hold you back.

𝐈'𝐦 𝐃𝐚𝐯𝐢𝐝, a results-oriented e-commerce strategist with a proven record of helping brands from ambitious startups to industry giants like Mana (36% 𝐬𝐚𝐥𝐞𝐬 𝐠𝐫𝐨𝐰𝐭𝐡 after the first year of cooperation) achieve explosive growth.

We go beyond Shopify: My team and I are experts in crafting custom e-commerce solutions with a powerful stack including 𝐒𝐡𝐨𝐩𝐢𝐟𝐲 𝐏𝐥𝐮𝐬, 𝐒𝐡𝐨𝐩𝐬𝐲𝐬 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦, 𝐚𝐧𝐝 𝐂𝐨𝐧𝐯𝐞𝐫𝐭𝐢𝐦.

We cater to:

𝐁2𝐁: Scaling complex B2B transactions with seamless integrations.
𝐃𝐓𝐂: Optimizing the customer journey for direct-to-consumer brands.
𝐎𝐦𝐧𝐢𝐜𝐡𝐚𝐧𝐧𝐞𝐥: Building cohesive e-commerce experiences across all channels.

Here's what sets us apart:

👉 Enterprise-grade solutions: We break free from limitations, recommending the best platform for your unique goals and scalability needs.
👉Data-driven decisions, real impact: We leverage deep e-commerce analytics to optimize your store's performance and profitability, maximizing ROI.
👉Technical expertise: Our team boasts in-depth knowledge of leading platforms, ensuring seamless integrations and a future-proof architecture.

Ultimately, my goal is to help businesses:
🤝 Avoid being locked into smaller or outdated solutions
🤝 Increase conversions, customer lifetime value, and overall revenue
🤝 Innovate rapidly and outperform competitors

Ready to unlock your brand's full potential?
𝐂𝐨𝐧𝐭𝐚𝐜𝐭 𝐦𝐞 𝐭𝐨𝐝𝐚𝐲 𝐟𝐨𝐫 𝐚 𝐟𝐫𝐞𝐞 𝐜𝐨𝐧𝐬𝐮𝐥𝐭𝐚𝐭𝐢𝐨𝐧!

𝐃𝐌 𝐨𝐫 𝐓𝐞𝐱𝐭: +420 774 051 374
𝐄𝐦𝐚𝐢𝐥: david@soundsgood.agency
𝐔𝐬𝐞 𝐦𝐲 𝐜𝐚𝐥𝐞𝐧𝐝𝐚𝐫: https://calendar.app.google/Nc6ovrQ9duJZHgsz9

𝐀 𝐥𝐢𝐭𝐭𝐥𝐞 𝐚𝐛𝐨𝐮𝐭 𝐦𝐞:
Balancing family life (wife & 3 kids) with Brazilian jiu-jitsu and sauna sessions keeps me focused. My competitive spirit, born on the basketball court, now fuels my drive to exceed client expectations. When inspiration strikes, you might find me with a guitar in hand.

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Anthony Morgan

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