by Tulika Kiran | Jun 1, 2026 | Optimization Thinking
Most optimization efforts don’t start out disorganized. In the beginning, there is usually clarity. Teams have a defined set of priorities, a clear focus area, and a sense of what they are trying to improve. Work feels structured, progress is visible, and...
by Tulika Kiran | Jun 1, 2026 | Optimization Thinking
A/B testing is often seen as one of the most reliable ways to improve conversion. Run experiments, measure results, scale what works — in theory, it creates a steady path to growth. Most teams adopt testing with this expectation, believing that more experiments will...
by Tulika Kiran | Jun 1, 2026 | Customer Journey & Experience
One of the most misleading assumptions in e-commerce is that only major problems affect conversion. Teams look for obvious issues — broken pages, missing features, significant usability gaps. And when nothing appears clearly wrong, the funnel is assumed to be...
by Tulika Kiran | May 30, 2026 | Optimization Thinking
Most e-commerce teams are not short on effort. They are constantly improving pages, testing variations, refining checkout flows, and launching new ideas. There is no shortage of activity, and in many cases, no shortage of intent either. And yet, conversion often fails...
by Tulika Kiran | May 29, 2026 | Customer Journey & Experience
For many e-commerce teams, the signs of a problem are not dramatic. There is no sudden crash in performance. No single page that is clearly broken. Traffic continues to flow, campaigns are running, and users are engaging with the site. And yet, conversion...
