Three episodes on why most ecommerce stores fail to convert despite looking professional. The structural reasons (PDP friction, trust signals missing or wrong, navigation that doesn't match how customers actually shop), the diagnostic questions to ask of your own store, and the fixes that don't require a redesign. Conversational format, ~50 minutes total. Built for the store owner who's running ads, getting traffic, and watching conversion rates that don't justify the spend — and ready for the operator-tier read on what's actually breaking.

The book on building a store optimised for conversion rather than for the founder's design preferences. Covers the structural moves: information architecture that matches how customers actually shop (not how you think they should), product page design that handles the questions customers actually ask, the trust signal hierarchy (what matters at first impression versus during checkout), and the friction audit at every step from landing to purchase. Worked examples across categories. Built for the founder who's tired of being told 'make it more beautiful' and wants the version about making it more effective.

The pre-launch check that catches the issues that would otherwise show up as bad metrics in week one. Covers the technical layer (site speed, broken links, the analytics tracking that has to work from day one), the trust layer (returns policy visible, payment methods clear, shipping costs not surprising the customer at checkout), the conversion layer (PDP completeness, cart-to-checkout friction, the 'looks fine on desktop, broken on mobile' check), and the SEO basics. Run before launch and before any major redesign. Most stores have at least four issues; the launch metric difference is real.

The non-technical founder's guide to making the store fast enough that page speed stops being a conversion drag. Covers the diagnosis (what specifically is slow — usually images and third-party scripts, occasionally the theme), the fixes that don't require a developer (image compression, the third-party script audit, the apps that can be removed), and the fixes that do (with enough technical context to brief a developer accurately). Specific to Shopify, Webflow, and WooCommerce. Most stores can get a 30-50% speed improvement without a redesign.

Seven product page issues that consistently kill conversion despite looking like minor details. Hero image that doesn't show the actual product clearly. Bullet points that describe features instead of answering buying questions. Reviews that aren't visible without scrolling on mobile. Add-to-cart button that isn't above the fold. Price anchoring that signals 'overpriced' rather than 'good deal'. Returns policy that's hidden until checkout. Sizing or compatibility info that requires a tab change. Each gets a specific fix and a typical conversion-impact range. Read in twelve minutes. Most stores have at least four of these.

Seven daily emails that take a store from 'I think it's okay' to a measurably-improved conversion rate. Day 1: diagnostic — where in the funnel are people actually dropping out. Day 2: PDP fix the highest-impact issue. Day 3: cart and checkout friction reduction. Day 4: trust signal audit and reinforcement. Day 5: mobile-specific fixes (since most traffic is mobile but most stores are designed desktop-first). Day 6: search and navigation. Day 7: measurement and ongoing rhythm. Designed to be done in real-time on an existing store, not as a thought experiment.

Working prompts for the analysis side of running a store: the funnel diagnostic from raw analytics data (paste your numbers, get the structural read of what's broken), the PDP audit (paste a URL, get the structured critique), the customer-question synthesis from review data (so the PDP can answer the questions that are actually being asked), and the AB test prioritisation. Each prompt has the input format and the output format expected. Tested across Claude and ChatGPT. Skips the prompts for writing product descriptions — focuses on the analytical work where AI actually helps.