Newsletter Archive — The Real Heroes of Ecommerce

// the building-in-public archive. new issues go out by email.

Jamais vu, mon frere... Get fresh eyes on your website (sep 2026)
Sorry Mouse, You Got Rebranded (aug 2026)
Mouse Whisperer & Operation Toejam (aug 2026)
Day #22 - Product Page Audits via Page Snapshots (aug 2026)
Day #20 - Step 2 in the CRO Workflow (aug 2026)
Day #19 - Two Sides of the Same Acronym (aug 2026)
Day #15 - It's Not a Redesign, It's a Reset (aug 2026)
Day #14 - Backendless Apps: A Shopify Shortcut (aug 2026)
Day #13 - This is what's missing in AB Tests (aug 2026)
Day #12 - I'm Thinking Zombies... (aug 2026)
Day #10 - Ohh, you mean backed by THAT data... (aug 2026)
Day #9 - Finally, the good stuff... (CRO Test No.1) (jul 2026)
Day #6-8 - Stop. Corroborate and Listen. (jul 2026)
Day #5 - Collection Snapshot (jul 2026)
Day #3 and #4 - Back that app up... (jul 2026)
Day #2 - Desire Paths & Store Snapshots (jul 2026)
Day #1 - I challenge you to a duel... (jul 2026)
Not all traffic is created equal... (jul 2026)
The Levels of Processing Theory (jul 2026)
Significant Cognitive Advantage (The Messenger Effect) (dec 2025)
Data vis-à-vis Insight (nov 2025)
Bikeshedding (Parkinson’s law of triviality) (oct 2025)
But Wait There's More (oct 2025)
Make It Make Cents... (oct 2025)
Those who can, do; those who can't... (feb 2024)
Half of Ads Are Wasted... Who Knows Which Half? (nov 2023)
Do You Even Query? (sep 2023)
Alexa, What is the FTC? (sep 2023)
The Wryghting is on the Wall (sep 2023)
One man's app is another man's treasure... (sep 2023)
It Started Out With A Click, How Did It End Up Like This (sep 2023)
Total Gamechanger... (sep 2023)
Hot Honey Marketing Activation (sep 2023)
Google's Anti-Trust Case (sep 2023)
Glass Half Overflowing (sep 2023)
Data Has Never Been Objective (aug 2023)
Where Have All The Gurus Gone? (jul 2023)
When the Red Pill Kicks In (jun 2023)
Who's ZeBoss (jun 2023)
The RHOE: The Game... and why it exists? (jun 2023)
Why AI Doesn't Get A Seat at the Table (mar 2023)
Rhythm and Lead: The Music of a Website (mar 2023)
The Psychology of Colors (jan 2023)
Behavioral Priming: The Marketing of Wining and Dining (jan 2023)
Customer Strategy (jan 2023)
How Memory Affects the Language of Fake Reviews (dec 2022)
ChatGPT: The Future? or Death by Mediocrity? (dec 2022)
Episodic Memory and Foresight & What Customer Use Imagination For (dec 2022)
Ep.36 Becca the Artist wants to Repair Suburbia (dec 2022)
Talk of Recession and Rising Inflation (dec 2022)
Price Anchoring & How It Affects Purchase Decisions (dec 2022)
Ep.35 Psychology in Marketing & our Symbiotic Nervous System w. Bob Hutchins (nov 2022)
Ep.34 A New Social Media that is (checks notes)... actually Social? (nov 2022)
Positive Manipulation (nov 2022)
Ep.33 The Machines Won: An Unexpected Look at How Google Ads Works w. Kasim Aslam (nov 2022)
Customer Psychology in Ecommerce (nov 2022)
Ep.32 Copywriting through 13 Lenses w. Konrad Sanders (nov 2022)
Ep.31 Miranda's Looking for Experiential Gifts this Year (nov 2022)
Ep.30 Susan from Michigan & Early Bird Shopping... (oct 2022)
Ep.29 The 7 Mistakes Brands Make in Affiliate Programs w. Paul Dreskler (oct 2022)
The 7 Mistakes Brands Make in Affiliate Programs (oct 2022)
Email Marketing (oct 2022)
Ep.28 How to Build Brand Affinity with Email and SMS w. Melanie Balke (oct 2022)
Ep.27 Building Out a System for Content Creation w. Matthew Gattozzi (oct 2022)
What Active Branding Means to the Customer (oct 2022)
Ep.26 Putting Post Purchase Surveys to Use w. Serge Popovic (oct 2022)
Quiz Make for Questionable Shopping (oct 2022)
Shipping is Unsustainably Free, and It's Our Fault (oct 2022)
Ep.25 Can We Reverse Reverse Logistics? w. Brian Taylor (oct 2022)
Social Creatures and Social Media (oct 2022)
Ep.24 Getting More Out of Social Media w. Jacob Shipley (oct 2022)
Ads Are Simple... Simple is Hard (oct 2022)
23. The State of Ads in Ecommerce w. Jordan Finger (oct 2022)
Ep.22 Don't Be Subtle on the Homepage w. Kurt Elster (oct 2022)
Don't Be Subtle (oct 2022)
Homo Customericus and a Lack of Logic (oct 2022)
Ep.21 No if's And's or But's on the Product Page w. Rishi Rawat (oct 2022)
Ep.20 The Overlooked, Unsexy Space Ripe with Opportunity w. Jon Ivanco (oct 2022)
How Zero-Party Data Boost the Customer Experience (oct 2022)
The Paradox of Choice (oct 2022)
Ep.19 What the Actual Test!? w. Jeremy Epperson (oct 2022)
Ep.18 Rethinking The Customer Journey w. Josh Tay (oct 2022)
Rethink the Customer Journey (oct 2022)
Music, an industrial designer, and what they teach us about content... (sep 2022)
DTC should take a page from the SaaS playbook when it comes to retention... (aug 2022)
Distill your customer's words into the good stuff, and create top shelf content... (aug 2022)
How Ooni wins customers by building momentum in the customer's journey... (aug 2022)
Ep.17 Glen and Steph perfect pizza with a little help from a Ooni-que oven... (aug 2022)
Ep.16 Will Laurenson on Conversion Rate Optimization (aug 2022)
From the trail to the campfire, we are talking about talking... (aug 2022)
Ep.15 Katie on Building Trail Magik (aug 2022)
Ep.14 Joe Bagazinski from Solo Stove (aug 2022)
What are brand advocates, and apparently I need to eat more veggies... (aug 2022)
Ep.13 Colin McIntosh from Sheets & Giggles (aug 2022)
Ep.12 Courtney's Farmstand is overflowing, and her daughter learns to grow cucumbers... (jul 2022)
Ep.11 The Roomba Episode: From Cali to Kiev, TikTok to spying microscopes, and no need to worry about Roomba overlords... (jul 2022)
Ep.10 The Dog Days of Subscription Boxes: How one toy company turned dog owners into rabid fans... (jun 2022)
Ep.9 The Friendly Face of Conscious Consumers, and what marketers should know about them... (jun 2022)
Conscious consumers aren't kissing their crystals under the moon at night... (jun 2022)
Ep.8 Late-night phone calls with hunters, and how John grew his business without running ads. (jun 2022)
Extended Interview: John Murphy (jun 2022)
Ep.7 London plays limbo with a broken desk, and an ergonomics expert helps us save our spines... (jun 2022)
Ep.6 A Tale of Two Meal kits: A look behind the cut-throat business of delivered convenience... (jun 2022)
Small Town Hero: Lindsey and the role of ecommerce in rural Oklahoma. (may 2022)
Ep.5 Small town residents “go to town” online, and Lindsey doesn’t need a mower on her birthday… (may 2022)
Ep.4 Down the E-bike Rabbit Hole with Rob, and Calen gets Juiced for his daily commute... (may 2022)
Ep.3 Did that sign-up email push Erin to buy jeans, and what companies get wrong in their first emails… (apr 2022)
Ep.2 How is shopping online different when you're in Alaska, and how Layna chose a coffee subscription... (apr 2022)
Ep.1 Victoria is shopping for Mother's Day (apr 2022)
15. Avoid this common customer deterrent (mar 2022)
14. What New DTC Brands Need To Compete with the Big Players (mar 2022)
13. Customers give their take on website Pop-ups (mar 2022)
12. Greenwashing is a thing, and it cheats the environment (feb 2022)
11. Should we bake shipping costs into our pricing? (feb 2022)
10. It turns out that video is not always the answer (feb 2022)
9. It's too little too late when it comes to product info (feb 2022)
8. Why honesty really is the best policy (jan 2022)
7. Fake reviews and trust is out the window (jan 2022)
6. When it's long-winded window shopping (jan 2022)
5. Sara likes the popups... just not yet (jan 2022)
4. Shopping online isn't always the convenient option (jan 2022)
3. Christmas in January (jan 2022)
2. Beyond the product grid (jan 2022)
1. Amanda wants easier sign-ups (jan 2022)
Who are the real heroes of ecommerce? (jan 2022)

// nothing matches. try fewer letters.

// delivered by substack. unsubscribe anytime.