When I started my journey, I thought I was going to use buyer psychology to optimize every single element of the eCommerce buyer journey.

I thought that I would be able to use that insight to give my clients an unfair advantage.

So when a client said that we need to increase ad efficiency, we looked at ads.

When a client worried that their seventh best selling product was underperforming, we would find a way to improve visibility for that product.

And, when a client wanted us to work on a landing page... guess what we did?

We thought that we were giving our clients what they needed by being as helpful as we could. But what really happened was that client results suffered.

Our clients weren't getting the ROI they deserved. They weren’t getting the ROI we knew we could get for them. We were hurting our clients instead of helping them.

We wanted to know what the hell was going on. So we took a hard look at our approach. What were we doing that was working? What was getting the greatest ROI for our clients? How could we change our approach to focus on what really mattered?

We started to look at the data. We looked at which tactics we used for our clients and where they were seeing our biggest results.

We examined each client’s conversion rates. And picked the top ones. Then we analyzed them to see what they had in common. Which tactics were we using when our clients got their biggest wins?

One piece of data that came up over and over was that we had reworked the product pages of those big wins. But it was the way we reworked those product pages that was most interesting.

When we found that it was storytelling that seemed to make the difference, we were so skeptical we almost threw away our results

You're probably thinking: "a story, really? How does telling a story turn shoppers into buyers?"

If it still seems a bit crazy, think about this: the average eCommerce conversion rate last year was 2.86%.

Now, imagine if you had a transporter. We're talking a real, honest, straight-out-of-Star-Trek machine. Now imagine that, when a shopper came to your bestseller product page, you were able to transport them to your office.

Would you still close less than 3%?

Of course not. You’d sit them down and tell them about your inspiration for your bestseller, what problem you were trying to solve, how you designed it, and what an impact it’s had on other customers.

You would close way, way more than 2.86% of the people who came through your door. That was when it all made sense. Finding and telling your most compelling product story is the single, most effective way to close more sales. Online. Offline. It doesn’t matter.

When you figure out how to do it, your business is in growth mode.

How would that change the trajectory of your business?

How would that change the trajectory of your life?

We have seen what it has done for our clients. How their businesses have grown. How they've been able to reinvest in those businesses and create a multiplier effect. They have been able to leverage those new sales and dial up the growth on their eCommerce site.

And that is the Frictionless Commerce mission: to help eCommerce companies that have built a better consumer product skyrocket the sales of their best selling product by 20% in 90 days.

Because every single one of our clients has an incredible Product Story.

You have an incredible Product Story. It might not seem all that special to you. But to people who discover your website — to those who are are on your website right now, as you are reading this — your Product Story is irresistible.​​​​​​​

When we realized the untapped power of the Product Story, we got laser-focused on learning how to find the best Product Story angles. We got laser-focused on learning how to shape your Product Story and how to tell it in just the right way to skyrocket conversions.