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Three lessons, in the order the work happens.

Measure first, understand what the numbers promise, then fix the place where the money is closest.

Lesson 01 CRO process Most teams test whatever somebody suggested last. Here is the order that finds the money first: measure, find friction, size the test, then build. Lesson 02 Statistical significance Your tool says 95% confident. That number assumes one look at a sample size fixed in advance. Here is what it means and how teams break it. Lesson 03 Checkout optimization Seven in ten carts never become orders and most of those people were never buying. Here is what is genuinely recoverable in a checkout and what is not.
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Send us your test. We tell you if it could have worked.

Traffic, baseline rate and what you changed. We reply with the minimum detectable effect and whether the result meant anything. No cost, no call.

Every term used above is defined in our experimentation glossary, and three experiments taken apart step by step sit in the case studies. Longer pieces with the workings attached are in the field notes.