New insights
Does site speed affect conversion, and by how much?
Yes — but site speed is a hygiene lever, not a growth lever, and almost all the damage sits at the slow end. A one-second page can convert several times better than a ten-second one, while below ~2 seconds the gains flatten. How to tell if speed is really your leak.
Can an AI agent improve your conversion rate?
An AI conversion agent reads your analytics, walks your margin, finds the funnel step leaking the most money, and writes the copy that sits on it. It removes the guessing about what to write and whether it worked — but it can't fix a broken checkout or a wrong price.
More traffic or better conversion — which is worth more?
Traffic buys a quantity of visits, once. Conversion work buys a rate, which then applies to every visit afterwards — including the traffic you buy later. Price both against contribution per order and the answer is usually obvious, but the sequencing matters more than the choice itself.
Why chasing a lower CPA can reduce your profit
Ask an ad platform for a lower cost per acquisition and it will deliver one — by finding you cheaper customers. The metric improves, the orders get smaller, and contribution per order falls furthest of all. Putting one more number next to the first tells you which of the two you're actually looking at.
What are you stuck on?
This is where I write about the whole picture: earning traffic that's actually worth having, then making sure it survives to the bottom line. Unit economics, margin protection, Benelux logistics and compliance, and the creative that brings people in.
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