Nathalie Smith on Jan 20, 2026 · 11 minute read
6 Lies Ecommerce Leaders Tell Themselves
To understand why, we ran 20 concept tests across real e-commerce products, including browse pages, product detail pages, promotions, and checkout flows. Each test combined behavioral signals, such as whether people could complete a task, with attitudinal signals, such as how confident they felt while doing it.
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