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.
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.
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