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.

Grab attention in 17 milliseconds with Cheat-Sheets.

95.4% of Coaches have no idea that

Online presence = Paying Customers ✅

In this era of AI, Your only chance to stand out is to be more human.
Show your face and get ahead of 99% of people. 
As a LinkedIn Content Designer, I can help you grow your personal brand online and stand out in a crowd.  

✅ Online persona = Build trust
✅ Online persona = Build credibility
✅ Online persona = Make purchase easy

If you don't know how to create your 
➡ Message
➡ Personality
➡ Tone of voice
➡ Brand consistency

You will waste your money and time on LinkedIn.

I help coaches grow their personal brands by creating jaw-dropping visuals and content strategy that brings in clients. 

I have spent more than half a decade designing graphics for founders, executives, and coaches.

I can help you get more
➡ Attention
➡ Visibility
➡ Clients
➡ Trust

Let's rock on LinkedIn 🔥🔥

Talha Hanif

Hiring a designer isn’t the hard part.
Trusting them is.

Too many clients get stuck in control mode:

“Let’s try 10 different fonts.”
“My cousin said yellow looks better.”
“Can we try 5 versions just in case?”
“I saw this on Canva, can we copy it?”
“Add some glitter, make it feel exciting.”
“Can you add my slogan five more times?”
“Make it look premium… but don’t change anything."
“My team had 14 comments, can you apply them all?”

But the best creative work I’ve seen?

It doesn’t come from over-managing.
It comes from letting go.

That’s where real results happen:

- Trusting the process
- Respecting the craft
- Letting experts lead

You don’t hire a designer for decoration.
You hire one for direction.

At Seven Studio, we’ve worked with 50+ brands.
And the best outcomes always came from trust.

Not from micromanaging.
Not from design-by-committee.

We built:

- Clear brand systems
- Confident creative voice
- Visuals that feel like you

The best part?

It starts with one simple shift:
If you care enough to hire a designer, let him do his job.

P.S. Your brand can’t look bold if fear is making all the calls.

Helping career coaches grab attention in 17 milliseconds.

No alternative text description for this image

Working with a designer?

Here’s what you’re doing wrong:
You are:

1- Asking for 10 options when 2 will do
2- Giving feedback while they work
3- Changing the brief last minute
4- Distrusting their process
5- Ignoring the strategy
6- Adding ideas with no context
7- Treating them like a pair of hands
8- Rushing the project with no clarity
9- Micromanaging every colour and font

If you are doing any of the above.
Please stop ✋

Do these instead:

✅ Respect the timelines
✅ Trust their experience
✅ Treat them like a partner
✅ Give a clear brief upfront
✅ Let them think and explore
✅ Give feedback at the right stage
✅ Ask about the why, not just the look
✅ Focus on the outcome, not decoration

Design is not just what you see.
It’s how it works.

Bonus:

Good design comes from trust.
Not control. 

P.S. Have you ever had someone direct your work mid-way? What did you do?

Brand myths don’t hurt your brand.
Believing them does.

Too many creators still follow old ideas:

“Big numbers matter.”
“Design comes last.”
“Just post more.”
“Trust takes years.”
“Rebranding is risky.”
But the strongest brands?

They don’t grow because of what they heard.
They grow because of what they unlearned.

Here’s the real work:

- Question old rules
- Choose bold moves
- Build with clarity

The truth is simple:

Your brand grows when you think different,
not when you repeat the same myths.

In my work with founders, I’ve seen this happen again and again:

➝ They stopped “chasing” everyone.
➝ They leaned into their real voice.
➝ That’s when their brand shifted.
➝ They clear their message.
➝ They rebuilt trust fast.

Here’s what changes when you drop the myths:

- Better clients
- Stronger trust
- Clearer content
- Faster growth

And the best part?
It works for anyone who’s willing to rethink.

If you want a brand people remember,
start by letting go of the beliefs holding you back.

Bold brands aren’t lucky.
They’re intentional.

P.S. Which myth do you think blocks people the most?

Grab attention in 17 milliseconds with Better Designs

Branding Myths We Still Believe:

59% of buyers trust brands that stand for something.

Clarity builds credibility.
Boundaries aren’t walls, they’re signals.

The truth is: trying to please everyone weakens your brand.

Strong brands say “no” more than they say “yes.”

- They set clear lines.
- They own their identity.
- They protect their voice.
- They don’t chase approval.

This isn’t about being rude or closed off.
It’s about knowing who you’re not for.

That’s how real connection begins.

Start by asking:

→ What do we not support?
→ Who doesn’t fit our values?
→ What will we never trade for growth?

Because once you name your boundaries, you stop blending in.

You start standing out.

Remember:

Your best audience finds you faster
when you’re bold enough to say who you’re not for.

P.S. Have you ever had to draw a line in your brand? What changed after?

Every strong brand sets clear boundaries:

Your post dies in 0.5 seconds. 

Not because the advice is bad.
Because the formatting kills it before anyone reads a word.

I've seen great insights buried in walls of text.
Here's how to fix that:

1. Keep your hook short

→ Under 45 characters
→ 6 to 8 words max
→ Make it scannable, not clever

Your first line stops the scroll.
Nothing else.

2. Use white space effectively

→ Spacing is not optional
→ Add a line break every 2-3 sentences
→ Dense paragraphs feel heavy

Posts with good spacing get read.
Dense posts get skipped.

3. Write with rhythm

→ Vary sentence length
→ Use short, punchy lines
→ Lists create a beat that pulls readers through

Think of your post like music.
Rhythm keeps attention.

4. Use numbered lists

→ The brain is drawn to structure
→ We scan lists easily
→ Numbers encourage completion

That's why "5 tips" posts work.
Readers want to finish what they started.

5. End with a P.S.

→ Second most-read part of any post
→ Ask a simple question
→ Make it easy to reply

Don't force people to think hard.
Give them a reason to comment.

Formatting isn't just for looks.
It's crucial for getting your message read.

P.S. Which of these do you struggle with most?

graphical user interface, text, application

99% coaches treat LinkedIn like a to-do list.
Write ➤ Post  ➤ Repeat

But if you want to grow in 2026?
You need a better plan.

Here’s what I learned:

- Your content should talk to them, not about you
- The best posts solve one clear problem
- Posting more means nothing if your profile isn’t clear

The best creators I know?

They adapt fast.
They mix personal and useful.
They show up to serve, not sell.

And most importantly…

They don’t chase attention.
They build trust.

That’s how you win here.

Not by shouting louder.
But by showing up better.

P.S. What’s one thing you’ll do differently on LinkedIn this year?

Helping coaches grab attention in 17 millisecond

2 paths. 

Path A:
→ Skip content
→ Chase clients every month
→ Start from zero each time
→ Always hunting, never resting

Path B:
→ Build an audience
→ Attract clients who already trust you
→ Leads come while you sleep
→ Momentum compounds over time

Same effort. Opposite outcomes.

Most people pick Path A.

They think content takes too long.
They want clients now.

So they cold DM, cold call, cold pitch.
And it works. Sometimes.

But next month? Same grind.
No leverage. No compounding. No freedom.

The ones who build audiences?

They post consistently.
They share what they know.
They help before they sell.

6 months in, something shifts.

→ Inbound messages start arriving
→ Referrals come without asking
→ Clients show up pre-sold

Same hours invested.
One path builds an asset.
The other rents attention.

Content isn't about going viral.
It's about building trust at scale.

Your audience becomes your pipeline.
Your posts become your proof.
Your consistency becomes your credibility.

You can chase clients forever.
Or build something that attracts them.

Your call.

P.S. Which path are you on right now chasing or building?

Everyone wants more reach.
But they’re missing the first line.

The secret isn’t writing better posts.

- It’s writing stronger hooks
- That speak to real problems
- And stop the scroll instantly

Most people write value.
Few know how to frame it.

That’s why the best content often gets ignored…
not because it’s bad,
but because it starts soft.

The formula I use is simple:
1 person × 1 problem × 1 punchy hook

That’s how attention works.

You don’t need to be clever.
You need to be clear.

And once they stop scrolling?
That’s when the real message lands.

Remember:

If the hook fails,
the value never gets seen.

P.S. Which hook style do you use the most?

Grab attention in 17 milliseconds with a Personal brand

taplio

The Battle

Anthony Morgan

Talha Hanif

Followers

Posts

Engagements

Likes

Performance ScoreAnthony Morgan's LinkedIn Performance

Performance ScoreTalha Hanif's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Anthony Morgan

Talha Hanif

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Anthony Morgan's LinkedIn Performance

Performance ScoreTalha Hanif's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAnthony Morgan's LinkedIn Performance