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Field Notes / Website Growth

Website Growth notes

CRO, UX, and site performance

2 articles

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Website GrowthMay 19, 2026

The 5-Decision Funnel: Why DTC Conversion Is About Reducing Decisions, Not Removing Friction

Most CRO advice tells you to remove friction. The real job is making five binary shopper decisions smaller — from trust to checkout.

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Website GrowthMay 19, 2026

The CRO Math: How to Calculate Whether Your A/B Test Is Worth Running Before You Run It

Sample size, runtime, and significance for ecommerce A/B tests — plus when the math says do not test.

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