Happy Sunday!

If you’re reading this, I hope you’re having an amazing weekend. I celebrated my 29th birthday yesterday surrounded by amazing friends in New York City, and per usual, I wanted to take my birthday week’s newsletter and make it fun, easy to read, and actionable. So, for today, since I am now 29, I want to write out 29 tips that’ll make you an additional $290,000.29 in revenue. I know I recently did a lengthy tips email, but today’s will be a little different.

But, before we get into that…

Vendor of the Week

Portless — A 3PL that takes inventory from China to doorsteps in the US in 6 days.

You’ve heard me talk a lot about Jolie and let me tell you about one of my favorite partners Jolie uses, and I ended up begging to invest in — Portless.

Portless is like a 3PL, but their main warehouses are located in China. They take your inventory from the manufacturer and then immediately help you get it to the US (or Europe) within 6 days. The customer has no idea it arrived from China days ago, and they only see the tracking start once it enters the USA.

Here's why brands are switching to Portless:

  • Immediate Cash Flow Improvement: Replenish your best-selling items in just 3-5 days—say goodbye to tied-up cash and inventory risks.
  • Massive Cost Savings: Slash your cargo shipping fees and defer tariffs until after products sell and ship, ensuring cash is already in hand before you pay.
  • Rapid Global Expansion: Instantly start selling in 55+ countries straight from Portless’ strategic hub in Shenzhen, China, dramatically reducing lead times and expanding your global reach.

While others debate inventory strategies amidst tariff uncertainties, Portless customers consistently maintain their cash flow advantage and replenish inventory within days, not weeks or months.

Discover how Portless boosts your bottom line and streamlines your global growth.


Or check out how they helped Natpat scale effortlessly into 50 new markets: read the case study!

Limited Supply

This past week’s Limited Supply was such a fun one to record for me — I did a listener mailbag (from our Limited Supply Slack Community) and only got through a few questions, but I went deep. If you listen to this episode, I’ll cover: hiring/sourcing talent, how to test a marketer to hire, AI, what Shopify theme to buy if you’re building on a budget, and more.

Listen to the episode on Apple Podcasts, Spotify or YouTube. Just search, “Limited Supply” and click the blue cover art with my face!

29 Website Tweaks to Add $290K in Revenue

So for today’s newsletter, I wanted to try something new. I’ve never written my newsletter using AI before, but this past week myself and my partners in EcomFounders hosted the inaugural Ecom AI Summit at Webster Hall in New York City. We had more than 400 people attend (founders, marketers, COOs, CFOs, developers, etc.) and talked about AI, AI agents, and even had Billy come and show people how to develop their own Shopify apps using AI, within 45 minutes.

That said, I decided to try a new process for today’s newsletter (that I don’t anticipate doing going forward — there are still limits to how AI is can mimic my writing and style). I uploaded a 20-minute voice note rambling, past newsletters, podcast transcripts, and told it to take my voice note, gather supporting evidence from past content, and put together a newsletter. I still edited the final version myself to make sure its still packed with value, but I hope you enjoy today’s newsletter.

  1. Boost Site Speed for Faster Load Times – A fast site means less drop-off and higher conversion. Compress images, use a CDN (think Nostra), and eliminate slow scripts. Even a 0.1-second improvement in mobile page speed can increase conversions by about 8%. Conversely, every additional second of load time can slash conversion rates ~7%. In short, speed = money.
  2. Optimize for Mobile-First UX – Make your site mobile-friendly, since a large chunk of traffic comes from phones. Mobile visitors often make up 70%+ of DTC traffic, yet mobile conversion rates (around ~2.9%) still lag desktop (~4.8%). Close this gap by using responsive design, easy-to-tap buttons, readable fonts, and minimal pop-up annoyances on small screens. A smoother mobile experience will capture revenue that you might otherwise be losing on mobile devices.
  3. Streamline Your Navigation Menu – Simplify how shoppers browse. A clean, intuitive menu (with logical categories and subcategories) helps users find products faster. Use clear labels (avoid jargon) and consider a mega-menu if you have many products, so everything is accessible at a glance. The easier your site is to navigate, the more pages and products people will explore – leading to more items in cart.
  4. Improve Category & Collection Pages – Don’t neglect those product listing pages. Make sure category pages display products in a compelling way (clean thumbnails, product names, prices, review stars if possible). Enable filtering and sorting options (by price, best-sellers, etc.) so users can narrow results quickly. You can also highlight “best sellers” or “staff picks” at the top. A well-optimized collection page keeps shoppers browsing instead of bouncing.
  5. Enhance On-Site Search – A robust search bar is a goldmine for high-intent buyers. Place your search box prominently and ensure it auto-suggests results. Shoppers who use internal search are 2–3 times more likely to convert than those who don’t. Make sure your search can handle typos, synonyms, and returns relevant results (consider upgrading to a better search tool if your default is weak). Given that up to 30% of visitors might use search, this can unlock a big revenue lift. It’s also worth adding all relevant tags and meta descriptions to each individual product.
  6. Polish Product Descriptions & Details – Great copy = more conversions. Rewrite product descriptions to be customer-centric, highlighting the benefits and pain points solved, not just features. Use short paragraphs or bullet points for key specs so they’re easy to scan (many users just skim for highlights). Answer common questions directly on the page (dimensions, materials, how to use, what’s included in the box, etc.). The goal is to provide all info a customer needs to feel confident clicking “Buy” without needing to hunt elsewhere.
  7. Upgrade Your Visuals (Images & Video) – High-quality product images are a must – show multiple angles, close-ups, and lifestyle shots (products in use). Better yet, add product videos or 360° view animations. Seeing is believing: one study found product pages with videos converted up to 80% higher than those without. A quick demo or “how it works” video can address buyer concerns and dramatically increase add-to-cart rates. At minimum, ensure images are crisp, zoomable, and optimized for fast loading. My preference is to leverage a tool like Eko, or make sure that if you have statics have additional details around them. Don’t leave your PDP images with plain backgrounds. Also, if you have a huge catalog, do this, but also use something like Marpipe to optimize your catalog imagery in ads.
  8. Feature Customer Reviews & Ratings – If you haven’t already, integrate a reviews section on product pages. Shoppers absolutely trust peer reviews – 97% of consumers check reviews before buying. Even negative reviews can build authenticity (nobody trusts a product with only perfect 5-stars). The impact on sales is huge: displaying reviews can boost conversion rates by 190% for lower-priced items, and up to 380% for higher-priced products. In short, let your happy customers do the selling for you.
  9. Leverage UGC and Social Proof – Beyond text reviews, showcase user-generated content. This could be customer photos in reviews, a curated Instagram feed of real customers using your product, or testimonials from real users. Social proof is a powerful conversion driver – websites that incorporate UGC see significantly higher conversion (one report shows a ~29% lift in web conversions when UGC is featured). New visitors feel more confident when they see “people like them” enjoying the product. Sprinkle trust signals like “Join 50,000+ happy customers” or “As seen in [Media Outlet]” – these cues subtly tell shoppers your brand is legit and loved.
  10. Display Trust Badges and Security Seals – Build trust at the decision moment. Add security badges (e.g. SSL secure checkout, payment logos like Visa/Mastercard, PayPal Verified, etc.) especially on cart and checkout pages. If you have certifications (organic, FDA approved, etc.) or awards, show them off. These little symbols can reassure users that your site is safe and credible – in fact, adding a prominent trust seal (like a VeriSign/Symantec/LegitScript badge) was shown to increase conversions by 42% in one case. Trust badges address the unspoken question “Is it safe to enter my credit card here?”
  11. Highlight Easy Returns & Guarantees – Mitigate the risk in customers’ minds. Make your return policy and any satisfaction guarantees highly visible (link it in the header/footer and mention it on product pages). For example, “Free 30-Day Returns” or “100% Money-Back Guarantee if you’re not thrilled” can push a hesitant buyer over the edge. Knowing they can get their money back if things don’t work out makes people much more likely to purchase. Similarly, if you offer warranties or guarantees (“2-year warranty” or “True-fit guarantee” for apparel), call that out. Reducing fear of buyer’s remorse will directly improve conversion rates.
  12. Create a Sense of Urgency (FOMO) – Use urgency and scarcity tactics (ethically) to spur action. For instance, show low-stock notices (“Only 3 left in stock!”) or limited-time offers (“Sale ends Sunday!”). When implemented well, these FOMO triggers tap into loss aversion and can significantly boost conversion – retailers using FOMO techniques have seen up to a 28% increase in conversion rates (and higher AOV). You can incorporate subtle urgency on product pages (e.g. “Selling fast, 5 people watching this item”) or via a countdown banner during promos. The key is to be genuine – false scarcity can backfire. But real, honest urgency motivates wavering customers to buy now rather than “later.”
  13. Simplify the Checkout Process – Every extra step in checkout is an opportunity for cart abandonment, so streamline it mercilessly. Allow guest checkout (forcing account creation is a top reason for abandonment), and ask only for essential info. Ideally, the checkout flow should be as short as possible – Baymard Institute suggests the best checkouts have around 7–8 form fields, whereas the typical site has 15+ by default. No surprise, 18% of US shoppers have abandoned an order purely because the checkout was too long or complex. So cut out unnecessary form fields, break checkout into fewer pages (or one page), and use auto-fill/address lookup to save time. The smoother the checkout, the fewer carts you’ll lose – it’s that simple.
  14. Offer Multiple Payment Options (Including BNPL) – Don’t lose a sale because you didn’t have someone’s preferred payment. Enable PayPal, Apple Pay, Google Pay, Amazon Pay – the wallets that many users trust and can pay with in one tap. Implementing “Buy Now, Pay Later” options (like ShopPay by Affirm, Affirm, Klarna, Afterpay) is also huge for boosting conversions and AOV on higher-ticket items – many retailers find adding BNPL increases checkout conversion by 20–30% on average. Some customers won’t buy if they can’t split payments. Similarly, ensure you accept a broad range of credit/debit cards. By giving people their favorite way to pay (and offering financing for those who need it), you remove another barrier to checkout.
  15. Optimize Shipping (Free Shipping Threshold) – Shipping cost surprises are conversion killers. Clearly communicate shipping fees early (e.g. an estimator or a note like “Free shipping on orders $50+”). If possible, set a free shipping threshold and advertise it sitewide – “Free US Shipping over $50”. This not only reduces abandonment (extra costs are the #1 reason for cart abandonment) but also encourages larger carts. In fact, 80% of online shoppers are willing to add more items to their cart to hit a free-shipping minimum. For example, if your average order is $40, setting free shipping at $50 might entice customers to throw one more item in their cart (boosting your AOV). Make sure any shipping promotions or deadlines (e.g. “Order by Dec 18 for Christmas delivery”) are prominently noted – use a header bar or messages in cart. And if you can’t offer free shipping broadly, consider at least offering it for your top customers or via loyalty program (people love free shipping perks).
  16. Use a Sticky Add-to-Cart Button – On product pages, especially on mobile, implement a sticky CTA that follows the user as they scroll. This could be a bar at the bottom of the screen with the product name, price, and an “Add to Cart” button that’s always visible. Why? Because on mobile, it’s easy for the Add-to-Cart button to scroll out of view just when a user has decided they want the item. A sticky CTA removes that friction – the moment desire strikes, they can tap “Add to Cart” without scrolling. It’s a small UI tweak that can meaningfully increase add-to-cart rate. Likewise, consider a sticky cart icon or mini-cart on desktop that shows the number of items and subtotal, always reminding users to checkout.
  17. Add Live Chat or Chatbot Support – Sometimes a simple question is all that stands between a visitor and a purchase (“Does this come in other colors?,” “Will this work for XYZ?”, etc.). By offering live chat, you can catch those questions in real time and convert the sale. It’s like having a virtual sales associate on your site. Live chat availability has been shown to increase conversions (one source notes an average ~20% lift in conversion rate when chat is added). If 24/7 live agents aren’t feasible, even a chatbot or a prominent FAQ widget can help. The key is that customers feel they can get answers instantly. Place the chat icon in an obvious corner. Train your team (or AI bot) to be genuinely helpful, not too pushy. You’ll rescue otherwise-lost sales and also learn valuable insights from the questions people ask.
  18. Maximize Email & SMS Capture – Not every visitor will buy on the first visit – so make sure you capture leads for follow-up. Implement smart pop-ups or flyouts that collect email addresses (and SMS numbers if appropriate) in exchange for a small incentive (e.g. “Join our list for 10% off your first order”). Most brands see ~1–3% of visitors opt into emails by default, but you can do better. For instance, offering a slightly better deal for SMS vs email (say 15% off for SMS, 10% for email) can bump up your capture rate. Using intelligent pop-up tools (like exit-intent pop-ups, or ones powered by predictive engines such as Black Crow + Alia) can even drive email opt-in rates into the double digits. Every additional email/SMS you collect is an opportunity to convert that user later via owned marketing (welcome drips, abandoned cart messages, etc.), which can easily add that extra $250k over a quarter or two. The key: make the sign-up enticing and ensure the timing/targeting of the pop-up doesn’t annoy (e.g., trigger on second page view or with a slight delay, not immediately on entry).
  19. Launch a Loyalty or VIP Program – Repeat customers are the lifeblood of a $10M+ brand, so find ways to increase their loyalty. Implement a points-based loyalty program or VIP tier (for example, “Earn 1 point per $1 spent, get $5 off for every 100 points” or offer exclusive perks to members). Loyalty members statistically spend more – loyalty program members generate 12–18% more revenue per year than non-members. The program gives customers a reason to come back and to consolidate their purchases with you (instead of a competitor). Make the benefits clear and sign-up easy (prompt users to join at checkout or via a site banner). Even a simple “subscribe to our newsletter for insider deals” is a mini loyalty program in spirit. The goal is to increase purchase frequency and lifetime value by rewarding your best customers.
  20. Introduce a Referral Incentive – Turn your customers into ambassadors by adding a referral program on your site. For example, “Give $20, Get $20” where a customer can refer a friend via a special link or code; the friend gets a discount on their first purchase and the referrer gets credit once the friend buys. Referrals can drive new revenue at a low acquisition cost and tend to bring in high-intent customers (people trust recommendations from friends). You can advertise this on your site (e.g., a “Refer a friend” link in the header or a post-purchase popup asking them to share). It’s a fun way to celebrate a customer’s love for your brand – and it literally pays them to spread the word. Many modern DTC brands credit referral programs for a significant chunk of their growth.
  21. Offer Product Bundles and Kits – Bundling products can both increase AOV and improve customer experience. Create pre-packaged sets or “kits” (with a slight bundle discount) that encourage customers to buy more in one go. Example: if you sell skincare, bundle a cleanser+toner+moisturizer as a “Starter Routine Kit” for $99 (vs $110 if bought separately). Customers perceive they’re getting more value, and you increase revenue per order. Make these bundles visible on product pages (“Frequently Bought Together” suggestions or a dedicated “Bundles” section). Bundles also help introduce customers to more of your product range, which can increase repeat purchase likelihood. It’s a win-win: the customer feels they got a deal, and you get a higher ticket size.
  22. Implement Upsells and Cross-Sells – This is a classic revenue booster: present related or higher-end products to increase each order’s value. On product pages, showcase “You might also like” or “Customers who bought X also bought Y.” In the cart, suggest an add-on (“Complete the set with…” or “Add a protective case for $19”). Upselling can also mean nudging to a premium version of the item the customer is considering. These tactics work – Amazon famously generates 35% of its revenue from its recommendation engine (upsells/cross-sells). Take a page from that playbook: use data (or a plugin) to recommend products that complement what’s in the cart. Even a modest uptake in recommended products can add up to six figures in extra revenue over time. Just be sure the suggestions are relevant (irrelevant recommendations can confuse or annoy shoppers).
  23. Introduce Subscription Options – If your product is consumable or lends itself to reorders (think coffee, supplements, pet food, razors, beauty products, etc.), add a “Subscribe and Save” option. Subscribers provide recurring revenue on autopilot. For the customer, it offers convenience (and usually a small discount, say 5–15% off) for committing to regular deliveries. For you, it dramatically boosts lifetime value – a subscriber might stay for months or years. Technically, this means installing a subscription app or functionality on your site. Market it on product pages (“Save 10% and get it delivered every month”). Even a few hundred subscribers can equal tens of thousands in locked-in revenue. Just ensure you make it easy for subscribers to manage or cancel (to build trust that it’s customer-friendly, not a “trap”). If you already have some subscription customers, promote it more heavily – it’s easier money.
  24. Use Analytics & Heatmaps to Find Friction – Dive into your website data to identify where people drop off or get stuck, then fix those areas. Look at GA (or similar) for pages with high bounce rates or steps in the funnel with high exit rates. Use heatmap/session recording tools (like Heatmap.com) to literally see where users scroll, click, or get frustrated. Perhaps you’ll discover that many users hover on a certain product detail expecting it to be clickable, or they repeatedly click an unclear icon. These insights are valuable. For example, if you see lots of people dropping off at the shipping info step, maybe your shipping rates are too high or not communicated early enough. Or a heatmap might show nobody notices your “Add to Cart” because it’s below the fold – time to redesign that page. By systematically finding and smoothing these friction points, you recover revenue that’s currently leaking out of the funnel.
  25. A/B Test Continuously – Embrace a culture of experimentation on your site. Rather than guessing what will work, run A/B tests to definitively measure it. Test headlines, button colors/text, page layouts, homepage banners – one change at a time – and let real user behavior point to the better option. Continuous A/B testing can yield a stream of small wins that compound significantly. For instance, a mere 1% conversion lift every couple of weeks adds up to a large revenue boost over a year. Some ideas: test showing the price upfront vs after selecting an option, test a one-page checkout vs multi-step, test different wording (“Buy Now” vs “Add to Cart”). Always be testing something. The best DTC teams treat optimization as never finished – there’s always another test to run or improvement to be found. Over time, this can easily equate to hundreds of thousands in extra revenue from the same traffic. Recently I also learned that ShopLift is an A/B testing tool that doesn’t create any JavaScript errors for websites when split testing, that also have other tools in their tech stack live.
  26. Ensure Accessibility (ADA Compliance) – Improving your site’s accessibility not only avoids legal issues and opens your store to disabled customers, but often enhances overall UX for everyone. Simple steps: use proper alt text on images (so screen readers can describe them), ensure high color contrast (text is readable for those with low vision or color blindness), add captions/transcripts for video content, and make sure the site is navigable via keyboard only. Many accessibility fixes (like clearer buttons, more descriptive link text, form field labels, etc.) actually make the site easier to use for all users, not just those with disabilities. You’ll broaden your audience (15%+ of the population has some form of impairment) and potentially gain customers who appreciate the inclusive experience. Bonus: search engines often favor accessible sites too, so it can indirectly boost SEO. I’ve written extensively about ADA before, and if you are ever in need of help defending a baseless ADA case, or just want to have a lawyer give you confidence that you have the correct ADA approach, I recommend talking to Nick Pujji. I had the pleasure of growing up in the same neighborhood as Nick Pujji and him teaching me how to play pool, but he handles the most ADA cases in the world. Hire him.
  27. Invest in SEO and Content – Don’t rely solely on paid ads for traffic. Organic search can be a huge revenue driver if your site ranks well. In fact, organic search is often the primary source of traffic for eCommerce, contributing around 40% of visits on average. Do keyword research around your niche and optimize your site’s titles, meta descriptions, and product page content accordingly. Consider creating valuable content (blogs, guides, how-tos) that attract potential customers via Google. As LLM search becomes bigger and bigger, it’s already starting to eat up 5-10% of website traffic for some brands, SEO is going to be the new cool thing to ensure you are optimizing. This past week AthenaHQ spoke about how they get brands setup to maximize their opportunity within LLM models — I recommend you check them out.
  28. Personalize the User Experience – Leverage your data to personalize content for visitors where possible. Returning customer? Show them items related to their past purchases or recently viewed. New visitor? Tailor the homepage hero based on the referral source or their geo-location (e.g., showcase seasonally relevant products). Personalization can be subtle – “Recommended for you” carousels, or changing the order of products to suit user behavior. Done right, personalization makes shopping feel more relevant and can lift conversion rates (studies suggest using behavioral data for personalization can increase conversions by up to ~20%). Even simple segmentation helps – for instance, showing a different banner to customers vs non-customers, or highlighting a category they’ve browsed before. It’s about delivering the right message/product to the right person at the right time, rather than a one-size-fits-all site. In practice, this might involve using personalization apps or some coding, but even basic tactics (like email personalizations, or geo-targeted homepage content) can start moving the needle on revenue.
  29. Add a Product Finder Quiz – Make shopping interactive and tailored with a product recommendation quiz. This is a fun way for users to get a personalized suggestion, and it drives engagement. For example, a skincare brand could ask “What’s your skin type? What’s your main skin concern?” and then recommend a routine. Quizzes not only help unsure customers find the right product, but they also often capture emails (“Get your results emailed”) and yield useful data. Critically, quiz-takers tend to convert at higher rates because the product is “just for them.” Some DTC brands have reported doubling conversion rates with a well-crafted quiz funnel. It feels like a guided consultation and reduces analysis paralysis. Promote your quiz on the homepage (“Not sure where to start? Take our 1-minute quiz!”). It can significantly boost conversion and AOV (by bundling the recommended products), making it a potent driver of that extra revenue – all while delighting users with a more personalized shopping experience.

Each of these 29 tips on its own might only give you a small uptick, but together they create a compounding effect – improving how customers experience your site, increasing the percentage who convert, and boosting how much they spend. Implement a bunch of them and you’ll not only be celebrating a 29th birthday, but possibly a nice bump in your revenue chart! Happy optimizing, and here’s to turning 29 in style with higher sales.

That's all for this week

I hope today’s newsletter was a fun read. With AI, instead of 4-5 hours, it took me about 1.5 hours. It felt like cheating, to be honest, but using AI as a means to get faster, versus replacing my writing, is the way that everyone should be thinking about using it.

Over the next two weeks, I’ll be sharing live talks, demos, and tools from the Ecom AI Summit, so stay tuned to that. If you have any questions about how to leverage AI in a more effective way, shoot them back to me here!

Until next Sunday, have an incredible upcoming week, and wishing you an amazing upcoming July 4th celebration.