The Newsletter
The E-Commerce Director's Cut
Practical, opinionated writing on experimentation, personalization, and Revenue Per Visitor. Read by Directors of E-Commerce at brands doing $5M–$100M.
Your Product Recommendation Slider Is Lying to You
Product recommendation sliders are the wrong tool for the job. Here's why category-routing beats single-item guessing, and the 4.5% RPV lift to prove it.
Read post →Your Customers Don't Care About Your Features (Even When They Tell You They Do)
Customers buy outcomes, not features. Here's the simple PDP test we run with clients and how to find the outcome language already sitting in your post-purchase survey.
Read post →How to start running tests today with the help of AI
A step-by-step playbook for building an evidence-backed experimentation program using Claude, Microsoft Clarity, GA4, and customer voice — no agency required.
Read post →Why Your $200K Personalization Platform Isn't Moving RPV
A walk through the 7 types of on-site personalization, the failure mode of each, and why almost every brand skips the layer that matters most.
Read post →How to Use Experts to Build Community
BPN didn't try to build a community for everyone. They built an event for the experts and let everyone else watch. Here's what that looks like and how to replicate it.
Read post →Stop Personalizing. Start Being Relevant.
Why 'personalization' is the wrong goal -- and how content relevance is the metric that actually moves revenue.
Read post →Your Ads Made a Promise. Your Landing Page Broke It.
All of that beautiful, segmented, persona-matched creative is driving traffic to the exact same landing page. And it's costing you 20% of your revenue per visitor.
Read post →Directors of E-Commerce Don't Get Fired for Missing Revenue. They Get Fired for Not Managing Up.
Six practical habits that keep Directors of E-Commerce employed: weekly Slack updates, pre-announcing bad news, and building a win inventory before you need it.
Read post →The Friction Playbook Is Broken. Here's What Replaced It.
Removing friction stopped working. Here's why the demand capture era is over — and what the brands actually growing right now are doing differently.
Read post →The Top 7 Ways to Use Personalization on Your Site, Right Now
Seven high-leverage personalization tactics for Shopify brands ready to move beyond friction reduction and into demand generation.
Read post →The Four Things Standing Between Your Traffic and Your Revenue.
The four conversion killers showing up on almost every e-commerce site doing $10M–$100M, and the specific fix for each.
Read post →How E-commerce Directors Should Actually Be Using AI Right Now
Three practical ways e-commerce directors should actually be using AI right now — without building custom software or managing technical debt.
Read post →Your Offer Sucks. Stop Obsessing Over Friction.
Low conversion isn’t a friction problem. It’s an offer problem. Here’s how to fix it.
Read post →How to Prioritize Experiments
If you’re running a brand doing $20M or $50M, you know the drill.
Read post →The 6 Advanced E-commerce Reports To Build a $100M Brand
If you’re running an e-commerce brand doing $5M, $20M, or $80M, I’m going to tell you something your Facebook ads agency won’t: Your ROAS is lying to you.It’s the great industry secret.
Read post →How to steal budget for an experimentation program(me) and look like a genius
I love words that are spelled differently in British English and American English.
Read post →Stop Building Online Vending Machines
Almost every e-commerce sites doing between $10M and $100M are basically just high-resolution vending machines.You know the look.
Read post →How to Keep Your E-Com Director Job (And Maybe Get Promoted) in 2026
Here we are in 2026, and the game has changed again.
Read post →The Great E-Commerce Hypocrisy: Why You Treat Your Ads Like Science and Your Site Like a Guessing Game
I know what your week looks like.You are absolutely grinding on customer acquisition.
Read post →The E-commerce Playbook is Broken. Here’s the 2026 Reality.
Seven headwinds hitting e-commerce teams in 2026 — and the one organizational gap that makes all of them worse.
Read post →The View to Buy Report: The One Report That Will Save Your BFCM Week
Insights that Guide YouAre you struggling to pinpoint where to focus?
Read post →Your Most Valuable E-Commerce Customers Are Not Who You Think They Are
Customer File SegmentationEmail me your customer file.
Read post →The Ultimate E-Commerce Profitability Model
Customer File SegmentationSend me an export of your customer file and I’ll find your best customers in a matter of hours.
Read post →The Higher the Price, the Longer the Relationship
There’s a direct relationship between how expensive your product is and how long it takes someone to buy it.
Read post →Every Shopper Lands On Your PDP With a To-Do List
E-commerce Therapy?Need to talk to someone about how hard it is to be an e-commerce director, the useless discounts you’re setting up, and creating another landing page?
Read post →Our Process for Compounding Revenue Without Increasing Traffic
Every e-commerce team thinks they have a traffic problem.
Read post →The Hierarchy of E-Commerce Insights
No one teaches e-commerce teams how to find insights that actually grow a business.
Read post →Why Your Header is Too Big
AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.
Read post →When Your Customers Only Want One Thing
AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.
Read post →Talk to Customers...Like Your Business Depended on It
“AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.”
Read post →The Smartest Online Businesses Still Rely on Human Insight
AI can predict a customer’s next click, generate endless content, and optimize ad spend in seconds.
Read post →