Field Notes / Website Growth

Website Growth notes

CRO, UX, and site performance

2 articles

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.

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