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Frankly, everything they told you about the best way to optimize conversion rates was just plain wrong.

If you think your bestseller conversion rate should be better, you're right.

Dear Reader,

It's not often I get to meet someone I truly admire. But on a cool, crisp winter day where the air was so blue it seemed the horizon would never end, I was fortunate enough to do just that.

It was on that day that I met Andris Lagsdin. And I would like to share his story with you.

The accidental inventor

When I first met Andris, I instantly liked him. He had this strange combination of qualities: a calm, assured demeanor, coupled with a mischievous twinkle in his eye. It seemed to say, “I know a secret that most people never will.”

We met for the first time about two years ago. And we met in the same way we all seem to meet these days: on a Zoom call.

An improbable invention

We met because Andris had a problem.

Andris was a foodie at heart. He cut his teeth in the restaurant industry in his early 20s before joining the family business. And the taste he loved the most from that time was the classic Neapolitan pizza. But try as he might, at home he could never replicate that perfect wood-fired oven crust: a lightly charred, crispy exterior and soft, moist interior. At home, our ovens just don't get hot enough.

But Andris had found a way. Part inspiration, part experimentation, and a whole lot of perspiration, he set out to replicate the extraordinary heat transfer of a 900°F wood-fired oven on a home kitchen oven that typically tops out at 500°F.

He ran dozens of experiments and tried all sorts of modifications, but when the dust settled, Andris had created the Original Baking Steel, a virtually indestructible sheet that replicates the cooking process of Naples in your home oven.

The unforeseen roadblock

He had, in effect, built a better mousetrap. Something any self-respecting home pizza chef would kill to have in his kitchen. Yet, when Andris looked at his conversion rates on his Shopify dashboard, they were nowhere close to what he expected them to be. And that was a problem because, when he talked to people in person, at conventions, they just plain bought. Why didn't that translate to sales in his Shopify store? Why wasn't his conversion rate where, deep down, he knew it could be?

He had tried all the tactics and strategies written about in reverent, hushed tones across the internet. He incorporated the so-called gurus' "can't-miss" and "sure-fire" tactics, launched with great anticipation, only to see those tests return mediocre results.

He moved buttons around on the page; made them bigger; even changed the color. He offered coupons and promo codes and discounts. He changed the images, added cart abandonment software, improved his page loading speed.

But none of these "optimizations" became the conversation rate home run the “experts” talked about.

You see, the reason Andris was unable to reach his conversion rate Nirvana is because everything the gurus told him about the best way to optimize your conversion rate is wrong.

He was putting the cart before the horse. Building his house from the roof down. He was focusing on the wrong thing first.

And so, that is how Andris found himself in a Zoom room with me, on a cold winter's day, frustrated with the entire eCommerce marketing process, ready to give up on the whole thing, and take the week off and go skiing.

Luckily that's not what happened.

The way forward: an unexpected insight

As I listened to Andris' story, I couldn't help but shake my head. It was a tale that I’d heard too many times. A tale that, by now, I could recite from memory. It is an unnecessary and harmful journey, and I have seen too many product inventors and creators go through it. The worst part? It is completely avoidable.

Yet, when I started my own journey, I experienced the same, unnecessary pain with my own clients.

I thought that I was going to use buyer psychology to optimize every single element of the eCommerce buyer journey. So when a client came to us with a problem we worked on it, plain and simple.

We thought that we were giving our clients what they needed by being as helpful as we could. Yet client results suffered. Our clients weren't seeing the ROI they deserved. The ROI we knew could get for them.

What I finally realized was that, instead of doing one thing spectacularly well, we were doing fifty things okay.

We were actually hurting our clients when we were trying to help them.

So we took a hard look at how we were working. We wanted to know what was going on and how we could fix it.

We looked at which tactics we used for our clients and where they were seeing our biggest results. So we took our clients that had seen the biggest boost to their conversion rates to see what they had in common. Which tactics were we using when our clients got their biggest wins?

At first, we couldn't believe what the data showed us.

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.

We reworked those product pages by telling the client's Product Story.

The big insight: the Product Story is the key to conversion

The world of marketing is practically built on the premise of taking the simple act of connecting buyers and sellers. And making it ridiculously complicated.

But here I was seeing over and over how this one tactic was seeing the most massive returns for our clients. So I checked the data. I double checked. Triple checked. But the results were always the same.

You see, every inventor, every product creator, and everyone who has ever built a better mousetrap has a story about why they exist. Every product has a story about why it must exist.

And what I saw when I analyzed the data was that telling the Product Story was the key to optimizing conversion rates.

So that’s what we focus on at Frictionless Commerce: the Product Story.

We are the Product Story experts. We unearth the Product Story angles our clients haven’t even considered. We see which angles are the most impactful. We use those angles to dramatically increase your sales.

All without increasing ad spend by a single penny.

I have seen time and again how being laser-focused on this one conversion tactic has boosted our clients' conversion rates by 20%, 30%, and in some cases, more than 40% in 90 days.

Unfortunately, we're not for everyone; but we might be for you

In the process of examining our process we looked at what we were doing, but we also looked at who we were doing it for. We want to make sure our work has an impact. That we are working with people who we believe in, and with people who believe in us.

That is why we are so picky about who we work with.

We only work with consumer product creators and inventors who have a product that does over $300,000 in sales a year on Shopify.

If that is you, we’d love to show you how we can help you change your business.

What would it mean for you and your business if you could grow your bestseller conversion rate by 20%, 30%, or even 40%+ in 90 days or less?

For Andris, the creator of the Original Baking Steel, it took him and his company to a level he hadn't thought possible even a year before we started working together. He saw a lift of 46.42% to Original Baking Steel sales within the first three months of working with us.

He has been able to multiply the effect of that lift by reinvesting in his business. For Andris, this conversion rate boost was not idle fantasy or daydream. It was a real, life-changing, course-altering event.

And that is what I wanted to share with you today. Our mission is to help product inventors and creators like you see exactly this kind of increase in your conversion rates. And we have seen it happen time and again with our clients.

If this sounds like something you want to see for yourself and your business, and you think we could be a fit, I would like to encourage you to schedule a free strategy session with me

In that session, I will show you how your Product Story is the key to improving your conversion rates. We will talk about how Frictionless Commerce works for you to make sure that happens. And you'll also gain insight and take away some real, actionable advice.

Get your free 30-min strategy session

See how you can boost your bestseller sales by 20% in 90 days.

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    For consumer product creators and inventors who have a product that does over $300,000 a year in sales on Shopify

    In that session, I will show you how your Product Story is the key to improving your conversion rates. We will talk about how Frictionless Commerce works for you to make sure that happens. And you'll also gain insight and take away some real, actionable advice.

    "I am always looking for ways to increase sales and conversions online. When I hired Rishi Rawat and Frictionless Commerce, I was skeptical of the firm’s ability to improve conversions. Boy, was I wrong! By using A-B testing and Rishi's design changes, we have seen conversions improve by as much as 20%. The cost involved in implementing these changes is really pennies compared to the dollars that it produces."

    "I am always looking for ways to increase sales and conversions online. When I hired Rishi Rawat and Frictionless Commerce, I was skeptical of the firm’s ability to improve conversions. Boy, was I wrong! By using A-B testing and Rishi's design changes, we have seen conversions improve by as much as 20%. The cost involved in implementing these changes is really pennies compared to the dollars that it produces."