Mat trained as an actor before pivoting into eCommerce, founding Actuate in 2014. Turns out understanding why people make decisions is just as useful in a CRO audit as it is on stage.
He's spent 15 years working with ambitious retailers across Shopify, Magento, and Adobe Commerce, and has an annoying habit of spotting what's wrong with your site before you've finished explaining the problem.
Shopify is a great platform. I mean that genuinely. For a huge range of ecommerce businesses it’s the right choice, and the speed at which you can get a well-performing store live on Shopify is genuinely impressive compared to the…
This is a meaningful change that a lot of Shopify brands haven’t heard about yet. As of April 2026, Shopify has made native B2B features available on Basic, Grow, and Advanced plans. Not just Shopify Plus. If you’ve been selling…
If your paid campaigns aren’t performing the way they should, the first place most brands look is the ads themselves. The targeting. The creative. The copy. The bidding strategy. The agency managing the account. Sometimes that’s where the problem is….
If you’re running a Magento 2 store in 2026, you’re probably aware that the platform has a reputation for being expensive to run. What most brands don’t realise is how much of that cost is invisible. The licence is free….
CRO has a reputation for being slow Run a test, wait for statistical significance, implement the winner, move to the next one. Months pass. Results trickle in. It can feel like you’re barely moving. That’s the right way to run…
If you run a Magento store, you’ve probably heard the word Hyvä a few times recently. Maybe from your developer. Maybe from another agency. Maybe just floating around at an event or in a LinkedIn comment thread. Most explanations either…
Most Shopify store owners know app bloat is a problem. What they don’t realise is how bad it’s actually got. The average Shopify store has somewhere between 15 and 25 apps installed. Most of them were added for good reasons….
Choosing an eCommerce platform is a big decision. The right platform frees you to focus on growth, campaigns, optimisation, customer experience, and unlocking your next nice problems. However, the wrong one turns every small change into a dependency, a ticket,…
Magento 2 can power almost anything you throw at it, but whether your store feels fast or feels sluggish often comes down to one thing: the theme. The theme decides how quickly pages render, how clean the frontend codebase is,…