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Plot twist: Every underperforming ecommerce store repeats the same three justifications.
"We just need more traffic."
1.6% conversion, 71% abandonment, broken mobile.
Solution: Spend $10K on ads.
More people to a broken experience will fix it?
Math isn't mathing. 📉
"Our competitors are doing it."
Them: $20M raised, 40-person team.
You: Bootstrapped, team of 3, Shopify.
Outcome: Confusion, wrong fit. 🎭
"Once we redesign, conversions will improve."
3 months, $12K, new everything.
Changed: Rounded buttons ✨ Modern font ✨
Didn't: Checkout friction, buried value props. Conversion: 1.6% → 1.7%
Aesthetics without strategy = expensive decoration.
Founders will do anything except diagnose what's broken.
Diagnose first. Fix root causes. Then scale.
Which have you said? Comment: 1, 2, or 3.
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The most expensive decision ecommerce founders make isn't a bad hire or failed ad campaign.
It's deciding that "good enough" revenue is fine; without diagnosing what it's actually costing them.
Thesis: Stores don't fail loudly. They bleed quietly.
The cost of inaction isn't zero; it's just invisible.
The hidden math:
You're doing $75K/month.
• Conversion: 2.1% (feels average)
• Cart abandonment: 67% (feels normal)
• AOV: $52 (feels fine)
But what if:
• 35% of abandonment is fixable checkout friction
• Conversion could be 3.2% with proper structure
• AOV could be $67 with strategic product pages
The actual cost:
At 3.2% conversion with $67 AOV: $137K/month, not $75K.
That's $62K/month left on the table. $744K annually.
Not because you're failing. Because you never diagnosed what "normal" was costing you
Why this happen ↘
Really strong framing. “Not broken, bleeding quietly” is such a powerful psychological reframe — it shifts the conversation from blame → awareness. Subtle but very persuasive positioning.
While building eCommerce sites, I’ve noticed something interesting.
It’s rarely about adding more features.
It’s about removing friction.
Over time, a few patterns became clear:
• Users don’t read — they scan.
• Complicated checkout reduces conversions.
• Mobile experience matters more than desktop.
• Trust signals increase confidence.
• Performance impacts everything.
Every project reinforces the same lesson:
Simple, fast, and clear always wins.
Completely agree. Most conversion wins come from reducing friction rather than adding features. Simplicity almost always outperforms complexity.
You were resting when I shared this case study. Check it out and let me know your thoughts.
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