The Real Heroes of Ecommerce
This newsletter is where it all got started. I never intended for a newsletter to become an agency or lead to building an app, but life is funny like that. It's been quite a ride, hope you can join us!
Latest issues
hot off the pressThe archive
every issue, nothing hidden2026 19 issues
- Jamais vu, mon frere... Get fresh eyes on your website sep 2, 2026
- Sorry Mouse, You Got Rebranded aug 26, 2026
- Mouse Whisperer & Operation Toejam aug 17, 2026 This concludes Mouse Whisperer 30 Days of CRO
- Day #22 - Product Page Audits via Page Snapshots aug 13, 2026 Mouse Whisperer 30 Days of CRO
- Day #20 - Step 2 in the CRO Workflow aug 11, 2026 Mouse Whisperer 30 Days of CRO
- Day #19 - Two Sides of the Same Acronym aug 10, 2026 Mouse Whisperer 30 Days of CRO
- Day #15 - It's Not a Redesign, It's a Reset aug 6, 2026 Mouse Whisperer 30 Days of CRO
- Day #14 - Backendless Apps: A Shopify Shortcut aug 5, 2026 Mouse Whisperer 30 Days of CRO
- Day #13 - This is what's missing in AB Tests aug 4, 2026 Mouse Whisperer 30 Days of CRO
- Day #12 - I'm Thinking Zombies... aug 3, 2026 Mouse Whisperer 30 Days of CRO
- Day #10 - Ohh, you mean backed by THAT data... aug 1, 2026 Mouse Whisperer 30 Days of CRO
- Day #9 - Finally, the good stuff... (CRO Test No.1) jul 31, 2026 Mouse Whisperer 30 Days of CRO
- Day #6-8 - Stop. Corroborate and Listen. jul 29, 2026 Mouse Whisperer 30 Days of CRO
- Day #5 - Collection Snapshot jul 28, 2026 Mouse Whisperer 30 Days of CRO
- Day #3 and #4 - Back that app up... jul 26, 2026 Mouse Whisperer 30 Days of CRO
- Day #2 - Desire Paths & Store Snapshots jul 24, 2026 Mouse Whisperer 30 Days of CRO
- Day #1 - I challenge you to a duel... jul 23, 2026 Mouse Whisperer 30 Days of CRO
- Not all traffic is created equal... jul 10, 2026 So why do we measure them like they are?
- The Levels of Processing Theory jul 1, 2026 I hope this serves as a handy reminder...
2025 5 issues
2024 1 issue
2023 20 issues
- Half of Ads Are Wasted... Who Knows Which Half? nov 6, 2023
- Do You Even Query? sep 28, 2023 Data scientists flexing their...uh...yeah..
- Alexa, What is the FTC? sep 28, 2023 Should Amazon be worried about this new anti-trust case?
- The Wryghting is on the Wall sep 27, 2023 The alphabet soup method for Saas companies
- One man's app is another man's treasure... sep 26, 2023 Instacart IPO for a Billion-dollar Exit
- It Started Out With A Click, How Did It End Up Like This sep 21, 2023 Are we, as an industry, addicted to apps and tech?
- Total Gamechanger... sep 20, 2023 Will 3D images and AR improve the customer experience?
- Hot Honey Marketing Activation sep 19, 2023 Chick-Fil-A claims victory in the Chicken Sandwich Wars
- Google's Anti-Trust Case sep 15, 2023 How well are we equipped to regulate tech?
- Glass Half Overflowing sep 7, 2023 How optimism might effect our follow-thru...
- Data Has Never Been Objective aug 23, 2023 Rethinking data and how to make it work for your business
- Where Have All The Gurus Gone? jul 4, 2023 Another diabolical member of the Abandoned Cartel...
- When the Red Pill Kicks In jun 28, 2023 Introducing a new member of the Abandoned Cartel... Agent C
- Who's ZeBoss jun 21, 2023 Hurdles and Obstacles for DTC Brands
- The RHOE: The Game... and why it exists? jun 7, 2023
- Why AI Doesn't Get A Seat at the Table mar 25, 2023 And should you use AI in your business?
- Rhythm and Lead: The Music of a Website mar 14, 2023 If your website was a song, could your customers sing along?
- The Psychology of Colors jan 24, 2023
- Behavioral Priming: The Marketing of Wining and Dining jan 12, 2023
- Customer Strategy jan 10, 2023 The Journey of 1000 Customers Starts with a Single Customer...
2022 80 issues
- How Memory Affects the Language of Fake Reviews dec 20, 2022
- ChatGPT: The Future? or Death by Mediocrity? dec 13, 2022
- Episodic Memory and Foresight & What Customer Use Imagination For dec 13, 2022
- Ep.36 Becca the Artist wants to Repair Suburbia dec 7, 2022
- Talk of Recession and Rising Inflation dec 6, 2022
- Price Anchoring & How It Affects Purchase Decisions dec 1, 2022
- Ep.35 Psychology in Marketing & our Symbiotic Nervous System w. Bob Hutchins nov 29, 2022
- Ep.34 A New Social Media that is (checks notes)... actually Social? nov 22, 2022
- Positive Manipulation nov 18, 2022 How unscrupulous companies use our hopes and dreams against us...
- Ep.33 The Machines Won: An Unexpected Look at How Google Ads Works w. Kasim Aslam nov 16, 2022
- Customer Psychology in Ecommerce nov 12, 2022 and how to use it to build out your Customer Strategy.
- Ep.32 Copywriting through 13 Lenses w. Konrad Sanders nov 7, 2022
- Ep.31 Miranda's Looking for Experiential Gifts this Year nov 2, 2022
- Ep.30 Susan from Michigan & Early Bird Shopping... oct 31, 2022
- Ep.29 The 7 Mistakes Brands Make in Affiliate Programs w. Paul Dreskler oct 28, 2022
- The 7 Mistakes Brands Make in Affiliate Programs oct 28, 2022
- Email Marketing oct 27, 2022 A look at the state of email marketing in ecommerce...
- Ep.28 How to Build Brand Affinity with Email and SMS w. Melanie Balke oct 26, 2022
- Ep.27 Building Out a System for Content Creation w. Matthew Gattozzi oct 25, 2022
- What Active Branding Means to the Customer oct 25, 2022 How branding has changed and what it means to the customer
- Ep.26 Putting Post Purchase Surveys to Use w. Serge Popovic oct 22, 2022
- Quiz Make for Questionable Shopping oct 21, 2022
- Shipping is Unsustainably Free, and It's Our Fault oct 19, 2022
- Ep.25 Can We Reverse Reverse Logistics? w. Brian Taylor oct 19, 2022
- Social Creatures and Social Media oct 17, 2022 How human's inclination for sharing brought us to where we are today...
- Ep.24 Getting More Out of Social Media w. Jacob Shipley oct 17, 2022
- Ads Are Simple... Simple is Hard oct 15, 2022 How customer view advertisements and the challenges brands face with digital ads...
- 23. The State of Ads in Ecommerce w. Jordan Finger oct 14, 2022
- Ep.22 Don't Be Subtle on the Homepage w. Kurt Elster oct 12, 2022
- Don't Be Subtle oct 12, 2022 How brands should adjust their tone during the holidays to be be bold and clear...
- Homo Customericus and a Lack of Logic oct 11, 2022
- Ep.21 No if's And's or But's on the Product Page w. Rishi Rawat oct 10, 2022
- Ep.20 The Overlooked, Unsexy Space Ripe with Opportunity w. Jon Ivanco oct 7, 2022
- How Zero-Party Data Boost the Customer Experience oct 7, 2022
- The Paradox of Choice oct 5, 2022 Getting into the right mindset for conversion rate optimization
- Ep.19 What the Actual Test!? w. Jeremy Epperson oct 5, 2022
- Ep.18 Rethinking The Customer Journey w. Josh Tay oct 3, 2022
- Rethink the Customer Journey oct 3, 2022
- Music, an industrial designer, and what they teach us about content... sep 7, 2022
- DTC should take a page from the SaaS playbook when it comes to retention... aug 30, 2022
- Distill your customer's words into the good stuff, and create top shelf content... aug 24, 2022
- How Ooni wins customers by building momentum in the customer's journey... aug 16, 2022
- Ep.17 Glen and Steph perfect pizza with a little help from a Ooni-que oven... aug 16, 2022
- Ep.16 Will Laurenson on Conversion Rate Optimization aug 12, 2022
- From the trail to the campfire, we are talking about talking... aug 9, 2022
- Ep.15 Katie on Building Trail Magik aug 8, 2022
- Ep.14 Joe Bagazinski from Solo Stove aug 5, 2022
- What are brand advocates, and apparently I need to eat more veggies... aug 2, 2022
- Ep.13 Colin McIntosh from Sheets & Giggles aug 2, 2022
- Ep.12 Courtney's Farmstand is overflowing, and her daughter learns to grow cucumbers... jul 20, 2022
- Ep.11 The Roomba Episode: From Cali to Kiev, TikTok to spying microscopes, and no need to worry about Roomba overlords... jul 1, 2022
- Ep.10 The Dog Days of Subscription Boxes: How one toy company turned dog owners into rabid fans... jun 23, 2022
- Ep.9 The Friendly Face of Conscious Consumers, and what marketers should know about them... jun 14, 2022
- Conscious consumers aren't kissing their crystals under the moon at night... jun 14, 2022
- Ep.8 Late-night phone calls with hunters, and how John grew his business without running ads. jun 10, 2022
- Extended Interview: John Murphy jun 10, 2022 Ecommerce chat with the founder of Ebike Generation
- Ep.7 London plays limbo with a broken desk, and an ergonomics expert helps us save our spines... jun 7, 2022
- Ep.6 A Tale of Two Meal kits: A look behind the cut-throat business of delivered convenience... jun 3, 2022
- Small Town Hero: Lindsey and the role of ecommerce in rural Oklahoma. may 31, 2022
- Ep.5 Small town residents “go to town” online, and Lindsey doesn’t need a mower on her birthday… may 27, 2022
- Ep.4 Down the E-bike Rabbit Hole with Rob, and Calen gets Juiced for his daily commute... may 21, 2022
- Ep.3 Did that sign-up email push Erin to buy jeans, and what companies get wrong in their first emails… apr 30, 2022
- Ep.2 How is shopping online different when you're in Alaska, and how Layna chose a coffee subscription... apr 12, 2022
- Ep.1 Victoria is shopping for Mother's Day apr 8, 2022
- 15. Avoid this common customer deterrent mar 14, 2022
- 14. What New DTC Brands Need To Compete with the Big Players mar 10, 2022
- 13. Customers give their take on website Pop-ups mar 3, 2022
- 12. Greenwashing is a thing, and it cheats the environment feb 21, 2022
- 11. Should we bake shipping costs into our pricing? feb 10, 2022
- 10. It turns out that video is not always the answer feb 8, 2022
- 9. It's too little too late when it comes to product info feb 4, 2022
- 8. Why honesty really is the best policy jan 27, 2022
- 7. Fake reviews and trust is out the window jan 26, 2022
- 6. When it's long-winded window shopping jan 24, 2022
- 5. Sara likes the popups... just not yet jan 21, 2022
- 4. Shopping online isn't always the convenient option jan 20, 2022
- 3. Christmas in January jan 19, 2022
- 2. Beyond the product grid jan 18, 2022
- 1. Amanda wants easier sign-ups jan 17, 2022
- Who are the real heroes of ecommerce? jan 16, 2022
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