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THE MILK BOTTLE ECOMMERCE SHOW · 21 EPISODES
Conversion rate optimisation on Shopify isn't about adding a countdown timer or a pop-up. It's about understanding why the customers who visit your store don't buy — and fixing the actual barriers. That means looking at product page clarity, navigation structure, mobile checkout friction, trust signals at the right moments, and the gap between what your ad promises and what your landing page delivers.
The most impactful CRO work usually starts with qualitative research: session recordings, heatmaps, and customer interviews that surface the specific objections, confusions and trust gaps that quantitative data alone can't explain. From there, structured A/B testing lets you validate solutions with real traffic rather than assumptions. The discipline is to test one variable at a time, run tests long enough to reach statistical significance, and track what you learn in a way that compounds over time.
Shopify's theme architecture — particularly since Online Store 2.0 — makes experimentation faster. Sections and blocks can be rearranged, new components can be added without custom development, and theme performance is better by default than it was on Legacy themes. But speed alone doesn't convert. Shopify Checkout Extensions now allow meaningful customisation of the checkout flow itself, which is where the most significant conversion improvements often live.
On this podcast, we've spoken with some of the most respected names in ecommerce design and CRO: Nick DiSabato of Draft.nu, the team at Conversion Fanatics, and merchants who've rebuilt their stores from the ground up around conversion principles. The recurring lesson is that the store that ships fast and tests constantly always beats the one that launches perfect and then stops.
EPISODES
Episode #107
Keith Matthews and Andrew Power from Vially discuss the European Accessibility Act. They explore its implications for digital businesses, comparing it to GDPR, and emphasizing accessibility's importance for individuals with disabilities. The chat also details affected digital products, compliance st
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Episode #103
Rebuy is an AI-powered personalisation platform for Shopify, designed to enhance e-commerce experiences. It's fast becoming the go-to personalisation app for thousands of store owners. Today we chat with Rich Matukaitis on how he ended up in REBUY and how the app is boosting sales for Shopify store
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Episode #101
Marcus Seoighe, hailing from Galway, serves as the CEO of Clean Canvas, one of the most prominent Shopify theme developers on the planet. With more than a decade of experience, Clean Canvas specialises in crafting high-quality Shopify themes and remains one of the top-selling theme creators in the S
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Episode #96
In September 2022 we chatted to a renowned author and designer from Chicago, Illinois. Through Draft.nu, Nick Disabato applies the best design practice to Shopify stores worldwide. Nick chats about design principles and how he helps stores make more money by teaching them how to make informed, evide
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Episode #94
We chat to Luke Carthy, who is renowned for his expertise in driving double, even triple-digit growth for e-commerce brands. His keen understanding of the digital landscape and his innovative approach to conversion rate optimisation (CRO) have made him a sought-after name in the industry. Today, we
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Episode #92
Kausambi Manjita is an award-winning founder and serial product builder based in Bangalore. As the current CPO of Mason, Kausambi discusses the use of AI to generate sales in your eCommerce store.
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Episode #91
We are thrilled to have Callum McKeefery as our guest. Callum is the CEO and founder of Reviews.io, a widely used eCommerce reviews app that can be integrated into all platforms. But he's not just a successful SAS entrepreneur - Callum is also a proud father, a local employer in Leicester, UK, and a
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Episode #85
Today, we are thrilled to have guest Alan Gormley, the founder of Shopbox.ai, a cutting-edge platform that helps online retailers enhance customer experience and boost revenue effortlessly.
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Episode #77
Keith interviews Doug Franklin, the CEO of Penny Black, a customer experience platform that allows eCommerce store owners to create a unique unboxing experience, essentially turning your packaging into smart packaging for your commerce store.
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Episode #76
Nick is a designer & writer from Chicago, Illinois. Nick is the Founder of Draft.nu a design consultancy for Shopify Plus stores. Keith chats about design principles and how Nick makes evidence based decisions to drive Shopify sales.
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Episode #67
Anne Thomas is the cofounder of the Design Packs Shopify app, which allows savvy merchants adds new sections and page templates to their Shopify store for a custom look.
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Episode #64
Personalisation is quite the buzz word these days. What does it encompass and why is it so so important to retailers? We catch up with Sharon Goldstein who is CEO of LimeSpot, the leading AI-driven merchandising platform for Shopify.
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Episode #53
What makes a good product page? Josh Frank from Test Triggers is an expert in crafting the perfect product page to help Shopify store owners sell more. He shares some of his tips with Keith.
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Episode #50
Do you find that you have out of stock items appearing at the top of your collection pages? Daniel Gurevitch CEO & Founder of Kimonix chats to Keith about his slick app that helps Shopify brands optimise and boost their inventory.
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Episode #47
Not all Shopify merchants have the time or the knowledge of how to run AB testing and it is something that can get pushed down their priority list. Justin Christianson, Co-Founder of Conversion Fanatics chats about how he can help merchants understand their online visitors better through split-testi
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Episode #46
A picture paints a thousand words. Or in this case, good product photography gets you a 1000 sales (plus more!) Brian Guidry chats about Pixelz, a Shopify app that gives retailers professional grade photos to guarantee those sales.
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Learn how you can become a pricing pro overnight! Brecker Brees chats about Pricestack and how it can help Shopify merchants pricing strategy, in order to earn more revenue, increase profit, and lifetime customer value.
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Episode #38
Ray Mongey chats to Keith about his dynamic video marketing tool Octovid Player. An interesting channel for Shopify merchants who want to connect better with their audience through video in real-time.
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Episode #24
Kieran Masterton tells us all about his new venture called Default. The aim of Default is to create products and services specifically for the Shopify partner community with savvy YouTube tutorial videos and The Default Podcast.
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We chat with Holly Cardew Founder of Pixc, a platform that helps ecommerce stores edit and optimise their product images. With a core focus to help the merchants, Holly also shares some helpful photography tips.
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This week we meet Yoni Elbaz founder of the photo reviews app, Loox.io which is installed in over 15,000 Shopify stores. Yoni has an interesting background with a vast range of technology experience gained from a career......
ListenMILK BOTTLE LABS
Milk Bottle Labs is a Shopify agency based in Dublin. We work with Irish and international merchants on cro & ux — from strategy through to implementation.
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