Writing
What we have learned building this, including the awkward parts.
Short pieces on the mechanics of testing a Shopify store — the arithmetic, the tradeoffs, and the things a pricing page has no room to say.
- 12 August 20265 min read
Anti-flicker: what it costs, and when hiding the page is wrong
Client-side A/B testing has to hide the page for a moment or show the wrong version. Both are bad. Here is the tradeoff, and the four rules we hold ourselves to.
performanceengineeringRead - 11 August 20266 min read
How many visitors does a Shopify A/B test actually need?
The honest number, worked out from the arithmetic rather than a rule of thumb — and what it means for a store doing under 10,000 visitors a month.
statisticsplanningRead - 10 August 20265 min read
Measure revenue, not clicks — and what that costs you
Click-through rate is easier to move, easier to prove, and frequently wrong. Why we report revenue per visitor instead, and the two things it makes harder.
metricsattributionRead