Concrete insights. No theory.
Articles written by those who execute. We share what we learn in the trenches - tactics, frameworks, expensive mistakes, and what actually scales in e-commerce.
- Articles published
- 12Articles published
- Topics covered
- 7Topics covered
- Cadence
- 4×/moCadence
- From the field
- 100%From the field
Browse by topic
Filter articles by what interests you.
Latest articles
Recent learnings, in the order we published them.
Email copywriting: the zone-by-zone checklist for emails that sell
Subject line, preview text, hook, body, call to action: the complete do's and don'ts checklist for every zone of a sales email, with the PAS and AIDA frameworks.
Email deliverability: the 12-step guide to getting out of the spam folder
Your emails go out, but do they arrive? SPF, DKIM, DMARC, list hygiene, engaged segments, sunset: the 12-step plan to reach your customers' primary inbox.
The 13 email flows of an online store: triggers, filters and full skeletons
Welcome, abandoned cart, post-purchase, winback, sunset: the complete catalog of an online store's email automations, with the trigger, filters and structure of every email.
AG1: inside the $600M marketing machine behind a green powder
One product, a $1.2 billion valuation and podcasts as the core channel. Inside AG1's marketing strategy, and the lessons your brand can apply.
Boosting with the post ID: the social proof that changes your ad results
Dark post or boosted publication? Our real data shows why reusing the post ID of a winning post beats an ad built from scratch.
ChatGPT Atlas died in 9 months: what it changes for your brand
OpenAI shut down its Atlas browser on August 9, 2026. What that failure reveals about AI search, and how to prepare your business for shopping agents.
Edward Bernays: 2 strategies from the 1920s that still dominate marketing in 2026
The father of public relations invented third-party authority and identity selling a century ago. How AG1, Gymshark and HexClad still apply them.
Ecommerce email marketing: flows mapped to your brand's real purchase cycle
Email should generate 25 to 30% of an online store's revenue. The method: automations mapped to your real purchase cycle, not generic sequences.
Generating leads with Google Ads: the features almost nobody uses
Lead forms, enhanced conversions, offline import: the Google Ads features that separate accounts generating customers from accounts buying clicks.
Gymshark: from a Birmingham garage to a billion, without traditional advertising
From a garage in 2012 to a billion-pound valuation by betting on athletes and community before anyone else. Breakdown and transferable lessons.
HexClad: inside the celebrity endorsement that built a cookware empire
From a mocked online-only launch in 2016 to roughly $500M in sales with Gordon Ramsay as partner and investor. Inside the HexClad strategy.
GPT-6 Astra and the trillion-dollar buildout: how AI works now, and what it means for the market
Agents, computer use, $690B in data centers: how the new generation of AI actually works, and what it means for businesses.
Checkout CRO: where online stores lose their sales
Roughly 7 carts out of 10 are abandoned. The precise frictions killing your checkout conversions, and the order to fix them in.
What an E-commerce Marketing Agency Really Costs in Quebec in 2026
Nobody publishes pricing, so you compare blind. Here are the real 2026 market ranges in Quebec - freelancer, boutique, big agency, in-house - and the revenue level where each option makes sense.
Google Ads vs Meta Ads for E-commerce: How to Split the Budget in 2026
Meta creates demand, Google captures it. Judging both on the same ROAS distorts everything. Our decision framework and starting splits by budget tier: $5k, $15k, $50k+/month.
Law 25 and Cookie Consent: Comply Without Killing Your Ad Performance
Most Quebec sites still fire GA4 and the Meta Pixel without consent. What Law 25 actually requires, what you're risking, and how to comply without sacrificing your ad signal.
Where Your Leads Really Come From: UTMs, GA4 and Your CRM Without Lying to Yourself
Meta says 30 leads, GA4 counts 41, the CRM has 35. No tool is lying. They measure differently. The fix isn't software: it's a UTM convention, a CRM that captures the source, and a clear rule for which number drives which decision.
E-commerce SEO: where to start when you depend on paid
90% of your revenue rides on Meta and Google Ads? Here is the exact order of SEO work that pays off in e-commerce, and what can wait.
Meta Ads audit: the 10 things we check before touching anything
The exact checklist we run on every account that lands with us: structure, signal, creative, measurement. Run it yourself before paying anyone.
Webflow vs WordPress in 2026: the honest choice for a company site
We ship Webflow sites, but the real answer depends on who keeps the site alive. The comparison without complacency: strengths, limits and 3-year total cost.
Shopify redesign: when it pays off (and when it's a distraction)
The 5 signals a redesign will pay for itself, what it will never fix, and how to do it without sacrificing your SEO.
Pixel + CAPI: why your Meta data lies (and how to fix it)
Platform ROAS that doesn't match Shopify, double-counted conversions, mediocre EMQ: the 4 signs your tracking lies, and the 30-minute fix.
How much to invest to go from $1M to $5M in e-commerce
The question we hear at every diagnostic. No magic number, but ratios that hold up: budget on target revenue, MER floor, and the plateaus where it breaks.
Fractional CMO vs Agency: which to choose in 2026?
Two models, two philosophies. We break down real costs, use cases and pitfalls of each option for a brand between $2M and $20M in revenue.
How to scale a Meta account beyond $10k/day
The $10k/day plateau is real. We explain the scaling methodology we use to push our clients to $30k, $50k and beyond - without killing ROAS.
5 marketing angles that convert in B2B e-commerce
Stop talking features. The 5 angles we use for our B2B clients with their actual results: lower CPL, better SQL rate, healthier pipeline.
Shopify PDP: the 7 elements that actually move the needle
We analyzed 50+ high-performing product pages. Here are the 7 elements with the biggest impact on conversion rate, ranked by implementation priority.
Shopify migration: checklist to not break your SEO
A site migration can destroy years of SEO in 24h. Our full checklist to migrate without losing organic traffic.
Why we turn down 60% of our prospects
Our qualification process, the red flags that make us say no, and why filtering early is the best gift you can give a prospective client.
The best of the field, once a month
Our monthly letter with our best field learnings. No spam, one-click unsubscribe.
Ready to talk growth?
Book 30 minutes with us, or send a message if you'd rather walk us through your project in writing.
A 30-minute strategy call - we'll tell you honestly if we can help.
We read every message and personally respond within 24h.
We turn down about 60% of requests. If we take you on, it's because we can deliver.