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.
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. I mean that genuinely. For a huge range of ecommerce businesses it’s the right call, and the speed at which you can get a good store live on Shopify still beats the alternatives comfortably. But…
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. The agency running the account. Sometimes that’s where it is. But by the time someone calls us in to look at a…
If you’re running a Magento 2 store in 2026, you already know the platform has a reputation for being expensive. What most brands don’t realise is how much of that cost never appears on an invoice. The licence is free….
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…
Most Shopify store owners know app bloat is a problem. I’ve yet to meet one who knew how bad theirs had got. The average store runs somewhere between 15 and 25 apps. Every one got installed for a reason that…
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,…