07 — Performance
Find friction, prioritize the opportunities that matter, implement the changes and measure what happened. That sequence only works if the measurement is trustworthy — which, on a surprising number of stores, it isn't.
So optimization work with us usually begins by fixing analytics and conversion tracking, before anyone draws a conclusion from a number that was never right.
Optimization scope
The loop
Measure
Analytics and tracking you can defend
Identify
Where customers actually struggle
Prioritize
Against impact, effort and evidence
Implement
Build it properly the first time
Test where appropriate
Only when the data can support it
Learn
Then start again with better information
A/B testing isn't appropriate for every store. Below a certain volume, a test will take longer to reach significance than the season it was meant to improve — and a confident wrong answer is worse than no answer.
When traffic supports testing, we test. When it doesn't, we rely on evidence, experience and clean before-and-after measurement, and we say which one we're doing.
Most conversion problems are merchandising, clarity and speed problems wearing a CRO costume.
Proof
RackStarz
Shopify optimization built on an analytics foundation and reliable conversion tracking, followed by CRO, merchandising and technical improvements and Google Merchant Center expansion.
The order mattered: the measurement work is what made the later decisions defensible.
We'll start where every optimization program should start.
