Cover story · Paid social
The e-commerce growth engine: how to run marketing like a product team
Goals, backlogs, weekly releases and one honest report. The whole method, written down.
Saimul Islam · · 6 min read
19 notes · 6 topics · 5 formats
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Field Notes
By Hypential
Free · No. 19 · 26 Sep 2026Issue No. 19 · Updated 26 Sep 2026
Teardowns, experiment logs and playbooks for Shopify and WooCommerce brands
Every number dated. Every flop included.
More notes
E14 · CRO+[19]% CVR
The monthly memo
One email a month.
What we tested, what won and what we cut. Unsubscribe in one click.
All notes
Latest[19]
GuidePaid social · 6 min read
The e-commerce growth engine: how to run marketing like a product team
Goals, backlogs, weekly releases and one honest report. The whole method, written down.
Saimul Islam · 26 Sep 2026
TeardownCRO · 9 min read
[Brand]’s product page: 11 fixes in 20 minutes
Slow images, a hidden size guide and a buy button below the fold. What we’d change first.
[Name] · 24 Sep 2026
Experiment logCRO · 7 min read
Delivery dates on product pages: a two-line test
[3] weeks of traffic, one small change and a lift we didn’t expect.
[Name] · 22 Sep 2026
PlaybookAnalytics · 14 min read
Server-side tracking on Shopify, without the jargon
Why your ad platforms disagree with your store, and how to fix most of it in a week.
[Name] · 20 Sep 2026
PlaybookPaid social · 18 min read
Paid media experiments for Shopify stores: a 6-week playbook
Week by week: what to test, what to measure and when to cut.
[Name] · 17 Sep 2026
BenchmarkShopping & PMax · 6 min read
Google Shopping cost per click by category, [Q3 2026]
Public data, dated and sourced. Use it to sanity-check your own account.
[Name] · 15 Sep 2026
PlaybookEmail & SMS · 4 min read
The five Klaviyo flows to set up before Black Friday
Welcome, browse, cart, post-purchase and win-back, with the timing we start from.
[Name] · 12 Sep 2026
TeardownPaid social · 8 min read
[Brand]’s TikTok ads: [9] hooks, rated
The first three seconds of nine ads, and which ones earn the next five.
[Name] · 12 Sep 2026
Experiment logPaid social · 12 min read
UGC hooks vs studio ads: [6] weeks, [24] variants
What won, what we cut, and the cost per order for every single variant.
[Name] · 10 Sep 2026
Showing 9 of 19
From the experiment log
Tested this month.
Every log post starts as a row like these. Open one to see every number.
Topics
Six things we write about.
The same six channels we run for clients. Nothing we haven’t done ourselves.
- 10 notes
Paid social for stores
Meta and TikTok, creative testing, cost per order.
- 2 notes
Google Shopping and PMax
Feeds, campaigns and what to exclude.
- 2 notes
CRO: product, cart, checkout
Tests that lift conversion rate and order value.
- 3 notes
Email and SMS retention
Klaviyo flows, campaigns and list growth.
- 1 note
Analytics and attribution
Tracking you can trust, and what to do with it.
- 1 note
SEO for stores
Collection pages, product pages, technical fixes.
- TeardownWe take apart a public store’s funnel and pin our fixes on it.
- Experiment logOne test, start to finish, with every number.
- PlaybookStep by step, ready to copy into your store.
- BenchmarkPublic data, dated and sourced. No made-up averages.
- GuideThe long read: a whole method, written down.
Saimul Islam · The monthly memoto you@yourstore.com
[1 OCT]What we tested[14] experiments across paid social, email and product pages.
What wonDelivery dates on product pages: +[19]% conversion rate.
What we cutBrand terms inside PMax. No lift after [3] weeks.
