The Frictionless Process

We have a very specific conversion optimization process that delivers a 20% sales lift in under 90-days. Lower in the article we'll showcase studies to back our claims.

Getting here has been a slog ...

Wish we had discovered this framework when we started.

It wasn't like we weren't getting results, we were, it's just that each project felt like a unique creation. This was creatively satisfying (like the pleasure a potter " gets from her work) but as we started to grow business planning was hard because we didn't know if the next test winner would appear after a few or many tweaks. The financial difference between those two quickly adds up.

We desperately needed a framework to drastically reduce the number of steps from the start to the finish line.

Overnight success is sold as something that happens overnight. It took us 13 to crack this nut, and if you stick around for another 15minutes it's yours to keep.

Here is the process that will deliver a 20% sales lift:


Recognize What You're Up Against

Four internet trends frame the problem


Site visitors aren’t sticking around. In 2020 Wolfgang Digital analyzed 130 million eCommerce site sessions and calculated the average time on site was 2 minutes and 32 seconds (source).

And with the explosive growth of TikTok, what will the time on site be like in 2025? PS: lower in this article you’ll learn how a marketer can str-e-t—c—h time on site.


Less than 3% of ad traffic makes a purchase and only 38% ever returns. That’s infuriating.


Paid ads in 2022 cost 19% more but performed 14% worse. Will they be cheaper in 2023? Heck no.


There is increasing regulation around tracking users online. In 2021 Apple changed its default settings allowing Apple customers to block tracking data. This means sites can no longer track returning visitors in Apple-controlled environments.

Also, starting July 1, 2023, Google is no longer taking responsibility for holding your site visitor data.


It’s more important than ever for the marketer to understand visitor buyer psychology and drive conversions on the first visit itself.

Let’s start mapping a solution for you.

Find Your Most Important Page

Where is the buying decision made?

The most important page on your site...

Through the scientifically rigorous process of A/B testing, we discovered the page that had the biggest sustained impact on conversion rates, is your Product page.

To us, the product page is any page that does the heavy lifting of the product sale. If you have a paid landing page that's doing the bulk of product pitching then to us, that is your product page.

This is the page where the 'Buy-Or-No-Buy decision is being made and is where we focus all our energy and craft.

Bring a Very Specific Buyer Into Focus

This shopper is so close to buying - but often doesn't

Our approach to conversion optimization is unconventional. It ignores 84% of site visitors to triple down on a very specific type of visitor: Healthy Skeptics.

If site visitors are arranged into concentric circles the innermost circle represents your current conversion rate. These are people who are currently buying from you. Any resistance these folks experienced was overcome by your current sales pitch.

Next is an area that represents shoppers who were affected by your gravitational pull and came close to converting, but the pull just wasn’t strong enough to get them over the finish line .

These are our Healthy Skeptics.

There exist concentric circles beyond Healthy Skeptics but the energy needed to convert those bands is very high (maybe even prohibitively high).

Does this make sense?  /


Uh oh! Let's get in touch so I can explain this better.


    We'll talk soon!

    By contrast, Healthy Skeptics need just a little more convincing. Therefore, spend all your energy on them

    Healthy Skeptics have 4 identifying qualities:

    Multiplying Effect

    By making our sales pitch attractive to Healthy Skeptics automatically making it 2x more impactful for all visitors to your site.

    A standup comedian whose routine gets a hard-to-please audience member to laugh will get an even bigger reaction from an easy-to-please audience member.

    Agreed?  /


    Uh oh! Let's get in touch so I can explain this better.


      We'll talk soon!

      Recognize the 9 Truths About Online Shoppers

      We see these traits play out over and over

      Shoppers are exposed to over 1,000 ads a day (most estimates put the number at 4,000). Our brains simply can't make sense of all of this incoming information.

      If we can somehow reverse engineer and understand the decision-making process buyers are using, it’ll give us a massive competitive advantage. While competitors are A/B testing promo codes we could boost sales without bribing with discounts.

      Does this make sense?  /


      Uh oh! Let's get in touch so I can explain this better.


        We'll talk soon!

        After running several 100 A/B tests—humbled more than we'd like to admit —we've unearthed 9 truths about online shoppers.

        It’s taken 13 years and I’m sure we’ll discover more in the next 5 years, but for now, here’s what we know:

        1: Shoppers are skeptical of too good to be true
        2: They find expertise sexy
        3: Root for people who beat the odds
        4: Are fascinated by surprising details
        5: Are visual animals
        6: Need motivation to break habits
        7: Love personalized experiences
        8: Like knowing they’ve stumbled onto something rare
        9: Must overcome their negative thoughts

        Here is a video walkthrough of those 9 truths:

        To see examples for each of the 9 truths head over to this article: The 9 Truths About Online Shoppers.

        It’s important to understand the interplay between Healthy Skeptics and the 9 Truths. When crafting copy for the 9 truths we’re looking at it from the Healthy Skeptic’s point of view.

        We focus on Healthy Skeptics because copy that convinces them (they are hard to please) will be 2x more impactful on other site visitors.

        Is this idea clear?  /


        Uh oh! Let's get in touch so I can explain this better.


          We'll talk soon!

          Identify Your Area of Focus

          We've reached a fork in the road.
          Our approach changes depending on 2 sales distribution parameters...