Frictionless Commerce

We're different. We hyper-focus on just 1 Shopify page per project. You get to pick the page. In return, you receive a 20% lift in 90 days.

Product Page Optimization Specialist

Elevation

Customer Acquisition Strategy

Auragen Communications

Senior Manager - Business Development

Archents

Business Development

A 20% lift in 90-days isn't easy; but that doesn't mean it's not possible.

Fact 1: 70 to 80% site visitors visit just once.
Fact 2: Shoppers see 347 ads per day.
Fact 3: Site visitors can be divided into 3 groups:

— Ready to buy
— Will never buy
— Interested, but need a little more convincing

Converting the 3rd group is my specialty.

See what I've been up to in the last 14 years: https://frictionless-commerce.com

I’m not taking on any new client work because I’m in the middle of a two-year project with the most amazing brand I’ve ever worked with. However, it’s also true that I’ve spent the last 4 years collecting information about the most fascinating eCom businesses in the U.S. I’ve shortlisted 976 brands.

I’m pretty sure you haven’t heard of many of them, but that doesn’t mean they’re tiny. Each is doing $3–$10 million in sales.

And it’s this “visible but not super visible” that makes each of these companies special.

What’s my criteria for shortlisting a brand?

I’m not looking for the obvious stuff or the giant brands. I’m looking for the hidden gems, companies with a unique product angle and enough momentum that a marketing expert could actually take them to the next level.

Let me know if you’re interested in a series where I list one of these companies on LinkedIn every day or every few days, highlighting the key details of their business. That way, you can decide whether to try contacting them and bring them on as a client yourself.

Interested?

Rishi Rawat, the Shopify product page guy

Athletes lift weights. I lift conversion rates.

To be a good A/B tester, you have to be both a skeptic and an optimist.

It’s a bizarre skill set.

You're constantly doubting everything you know while simultaneously believing the next variation might be the breakthrough.

We should get paid extra for the psychological whiplash.

Sometimes I feel guilty posting simple user experience ideas when everyone else is talking about agentic shopping and regression analysis.

I love that marketers are exploring the cutting edge. We should. But we also shouldn’t get too far ahead of the consumer.

And I don’t mean that in a negative way. I mean it in a practical way. Most shoppers are operating with a very simple decision matrix. They’re not thinking about systems, workflows, or automation. They’re thinking about whether they trust you, whether the page is clear, and whether they feel confident enough to take the next step.

That’s why we need to keep focusing on the simple, obvious stuff even as we explore the future of online shopping.

You will always be able to get conversion lifts with fundamentals.

I asked Gemini for a restaurant recommendation.

First, I said I was looking for pizza.

It gave a few options.

Then I said I wanted thin crust.

It narrowed the list.

Then I said I preferred thin crust and non-crispy.

The list was further simplified.

My final request was for a recommendation with nice seating and vibe.

At this point, Gemini was very confident about the recommendation.

Here’s how it described it: “Very traditional Italian thin crust. It is pliable, soft, and focuses on high-quality toppings rather than being overloaded with cheese.”

We drove 20 minutes to the restaurant.

I sat down and opened the menu.

No. Friggin. Pizza.

I've learned this the hard way.

When everything screams for attention, nothing receives enough.

Seeing the growth of Hoka fills me with so much optimism.

It shows how a brand with little recognition can enter a market with a well-established leader and take leadership positions in under a decade.

Think about the clients you’re working with. Some of them might be tiny today, but YOU can do this for them.

Isn’t that cool?

Have a great week. Go crush it.

I’m one of those people who will vigorously argue if you try and suggest that copy isn’t one of the biggest conversion drivers.



That said…



…after 17 years, I’ve realized that design makes a huge difference.

Design creates breathing room. It draws attention to copy.

Design and copy are not mutually exclusive concepts. They work together.

This idea isn’t necessary year-round, but it makes sense during the gift-buying season.

During the holidays, when people are buying, they obviously care about the product and the deal, but they also care about when the product will arrive.

It’s a good idea to update your product page during the holiday season to provide this context to shoppers:

You are deep in thought, thinking about work.

Your kid walks in and asks a question.

You don’t really hear him.

To get what they need, your child will need to develop the skills to pull you out of your distraction.

In this example, the parent is your site visitor, and your brand is the kid.

Use this mental model when thinking about site optimization.

When I make an online purchase, the retailer sends a review request email within days. That’s good.

What would be even better is if the retailer also sent an email at the 1-year mark asking the customer to describe their experience now that they’ve had the item for 12 months.

I love niche brands.

But this might be too niche:

Videos are becoming more popular for eCom brands.

But what’s the best way to present them to buyers?

This mobile design is a good idea because it visually communicates a video and also leaves space for some micro copy to get the shopper excited to watch it.

I like how these guys show their phone number on the top navigation so it’s visible no matter what page you’re on. It’s like they’re saying they’d be more than happy to talk to you if you have any questions.

Great vibe.

“What should we name our business, boss?”

I don’t care. Name it XYZ motors and see if I care.

“Ok”.

Just had an idea, and I want to run it by you.

It’s an exit-intent pop-up.

Here’s how it works:

When someone starts to leave the product page, a pop-up appears that says something like: “If you want to see new reviews as they come in for this product, drop your email.”

If they sign up, they receive an email every time a new review for that product is added.

Each review becomes a tiny nudge—a little reminder.

And the moment they buy, they’re automatically removed from this email list.

Thoughts?

There are good ways to discount, and there are bad ways to discount.

An example:

If your average order value is $20, offering $5 off a $30 purchase is usually smarter than discounting a single item. A product-level discount pushes shoppers to buy that one item and leave. But a $30 threshold creates a natural reason to browse, compare, and explore. As they work toward the $30 mark, they see more of your catalog and get to know your range of offerings.

There are two ways to radically improve conversion rates.

One is to develop that big idea that fundamentally shifts the psychology of the first-time visitor.

The other is to work on a hundred funnel-level micro-improvements.

Turns out, both approaches can be very effective.

Working on a graphic with my designer.

We've had a few back-and-forth exchanges.

Sometimes, when you go forward 4 steps and back 2, it can feel pointless. But good work is a slow, patient process.

Included this note with my latest round of feedback:

"Good work is a result of back and forth. It can feel hopeless, but it isn’t."

Alex Hermozi doesn’t believe in conventions.

Exhibit 17: hamburger menu on the site footer.

I like Alex.

Have you noticed that ChatGPT no longer lets you use CMD-C (⌘+C) to copy text?

It might just be me, but I think they’re doing it because they know people are using multiple AI tools, and they’re trying to add some friction to prevent people from taking questions from one interface and posting them in another.

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