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.
Strong Cyber Monday SEO gives you a valuable advantage before the rush even begins, because shoppers start searching long before they start buying. When your pages appear for the queries people are already using, you attract visitors who are genuinely…
This question comes up constantly, and the honest answer is that most brands move either too early or too late. Too early because somebody told them they needed it before they did. Too late because they spent a year fighting…
Shopify is a great platform, and I mean that genuinely. For a huge range of ecommerce businesses it’s the right call. The speed at which you can get a good store live still beats the alternatives comfortably. But every platform…
This one is a bigger deal than the coverage suggests, and a lot of Shopify brands still haven’t heard about it. As of April 2026, Shopify has made native B2B features available on Basic, Grow and Advanced. Plus is no…
When paid campaigns underperform, the first place most brands look is the ads. Targeting, creative, copy, bidding strategy, and whether the agency running the account is any good. Sometimes that is where the problem is. But by the time someone…
Magento 2 has a reputation for being expensive to run, and most of that cost never appears on an invoice. The licence is free. Hosting is manageable, and the extensions are already paid for. On paper it looks sensible. Underneath…
CRO has a reputation for being slow Run a test, wait for significance, ship the winner, start the next one. Months pass. Results trickle in. It can feel like you’re barely moving. That’s the right way to run a disciplined…
If you run a Magento store you’ve heard the word Hyvä by now. From your developer, from another agency, or floating around in a LinkedIn comment thread where somebody is very confident about something. Most explanations go too technical too…
The average Shopify store runs somewhere between 15 and 25 apps, and I’ve yet to meet an owner who knew how bad theirs had got. Every one of them got installed for a reason that made sense on the day….