“If it's something you're trying to sell… eliminate that friction. Make it so easy… they don't have to make a single decision except to click a button”

“A button that says, book a free measure and quote is much better than a tiny link at the bottom that says contact.”

“Move your returns promise kind of up, like right clearly next to the add to cart button… one line, like free returns until January the 15th… beats a link to a policy page every single time.”

“Benchmarking is very powerful, especially to identify friction, slow pages, unnecessary checkouts… you want to benchmark the friction or the basic hygiene stuff, but you want to protect what makes you unique.”

“Underneath, there's a big button that says call now and another one that says book online.”