The E-Commerce Director's Cut

We Scored 21 Top DTC Brands on Message Match. The Average Was 62/100.
We pulled live Meta ads from 21 of the best-known DTC brands and scored how well each landing page keeps the ad's promises. The average was 62 out of 100, and nine brands scored below 60.

The Post-Click Audit Nobody Runs: A 7-Part Scorecard for Ad-to-Page Fit
You have a dashboard for everything before the click and nothing after it. Here's a 7-part scorecard that finds the cheapest revenue you'll ever recover: the page that breaks the promise the ad just made.

Your Product Recommendation Slider Is Lying to You
Product recommendation sliders are the wrong tool for the job. Here's why category-routing beats single-item guessing, and the 4.5% RPV lift to prove it.

Your Customers Don't Care About Your Features (Even When They Tell You They Do)
Customers buy outcomes, not features. Here's the simple PDP test we run with clients and how to find the outcome language already sitting in your post-purchase survey.

How to start running tests today with the help of AI
A step-by-step playbook for building an evidence-backed experimentation program using Claude, Microsoft Clarity, GA4, and customer voice — no agency required.

Why Your $200K Personalization Platform Isn't Moving RPV
A walk through the 7 types of on-site personalization, the failure mode of each, and why almost every brand skips the layer that matters most.

How to Use Experts to Build Community
BPN didn't try to build a community for everyone. They built an event for the experts and let everyone else watch. Here's what that looks like and how to replicate it.

Stop Personalizing. Start Being Relevant.
Why 'personalization' is the wrong goal -- and how content relevance is the metric that actually moves revenue.

Your Ads Made a Promise. Your Landing Page Broke It.
All of that beautiful, segmented, persona-matched creative is driving traffic to the exact same landing page. And it's costing you 20% of your revenue per visitor.

Directors of E-Commerce Don't Get Fired for Missing Revenue. They Get Fired for Not Managing Up.
Six practical habits that keep Directors of E-Commerce employed: weekly Slack updates, pre-announcing bad news, and building a win inventory before you need it.

The Friction Playbook Is Broken. Here's What Replaced It.
Removing friction stopped working. Here's why the demand capture era is over — and what the brands actually growing right now are doing differently.

The Top 7 Ways to Use Personalization on Your Site, Right Now
Seven high-leverage personalization tactics for Shopify brands ready to move beyond friction reduction and into demand generation.

The Four Things Standing Between Your Traffic and Your Revenue.
The four conversion killers showing up on almost every e-commerce site doing $10M–$100M, and the specific fix for each.

How E-commerce Directors Should Actually Be Using AI Right Now
Three practical ways e-commerce directors should actually be using AI right now — without building custom software or managing technical debt.

Your Offer Sucks. Stop Obsessing Over Friction.
Low conversion isn’t a friction problem. It’s an offer problem. Here’s how to fix it.

How to Prioritize Experiments
If you’re running a brand doing $20M or $50M, you know the drill.

The 6 Advanced E-commerce Reports To Build a $100M Brand
If you’re running an e-commerce brand doing $5M, $20M, or $80M, I’m going to tell you something your Facebook ads agency won’t: Your ROAS is lying to you. It’s the great industry secret.

How to steal budget for an experimentation program(me) and look like a genius
I love words that are spelled differently in British English and American English.

Stop Building Online Vending Machines
Almost every e-commerce site doing between $10M and $100M are basically just high-resolution vending machines. You know the look.

How to Keep Your E-Com Director Job (And Maybe Get Promoted) in 2026
Here we are in 2026, and the game has changed again.

The Great E-Commerce Hypocrisy: Why You Treat Your Ads Like Science and Your Site Like a Guessing Game
I know what your week looks like. You are absolutely grinding on customer acquisition.

The E-commerce Playbook is Broken. Here’s the 2026 Reality.
Seven headwinds hitting e-commerce teams in 2026 — and the one organizational gap that makes all of them worse.

The View to Buy Report: The One Report That Will Save Your BFCM Week
Insights that Guide You. Are you struggling to pinpoint where to focus?

Your Most Valuable E-Commerce Customers Are Not Who You Think They Are
Customer File Segmentation. Email me your customer file.

The Ultimate E-Commerce Profitability Model
Customer File Segmentation. Send me an export of your customer file and I’ll find your best customers in a matter of hours.

The Higher the Price, the Longer the Relationship
There’s a direct relationship between how expensive your product is and how long it takes someone to buy it.

Every Shopper Lands On Your PDP With a To-Do List
E-commerce Therapy? Need to talk to someone about how hard it is to be an e-commerce director, the useless discounts you’re setting up, and creating another landing page?

Our Process for Compounding Revenue Without Increasing Traffic
Every e-commerce team thinks they have a traffic problem.

The Hierarchy of E-Commerce Insights
No one teaches e-commerce teams how to find insights that actually grow a business.

Why Your Header is Too Big
AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.

When Your Customers Only Want One Thing
AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.

Talk to Customers...Like Your Business Depended on It
“AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.”

The Smartest Online Businesses Still Rely on Human Insight
AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.