"eCommerce IRL"

postscript

Successful store owners eventually obsess on one metric: conversion rate. It’s the percentage of store visitors you "convert" into customers.

Optimizing a conversion rate is generally about removing friction for a shopper.

• Don’t make them think.
• Don’t force them to take additional clicks.
• Don’t get in their way.

Often, new store owners don’t know this.

And that’s how the people selling those spinning wheel discount pop-up apps get richer.

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