Field Notes

Ideas, teardown notes, and growth thinking from Blanket Fort Creative.

A branded editorial space for strategy, creative systems, performance lessons, and practical website thinking for ambitious e-commerce teams.

4 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.

Creative-first paid acquisition: why ad and site creative should be one system, not two silos.

A practical framework for testing creative at $100/day before scaling spend on Meta.