Ramen Bae leaned harder on paid through the first half of 2026, growing paid sessions 22.9% year over year in Q2. More of the people landing on the store were meeting the brand for the first time. They went into the paid push with a testing habit already built. Founder Jonathan Lam ran his first A/B test in October 2024 with no testing experience. When the brand moved to a custom site built by Manufactur, their long-time agency partner, Shoplift’s theme-level approach kept Jonathan testing without a developer in the loop for every idea. Ramen Bae has launched 141 experiments on Shoplift since that first test. Across the first half of 2026, Ramen Bae raised revenue per visitor by 26.4% and average order value by 27.8%. A visit to their site was worth 26% more than a year earlier, while first-time visitors from paid made up a bigger share of the traffic. Read the full case in the replies below.

When Anna Parmelee joined @fishwife as Head of Growth, the site had minimal systematic testing. Together with their agency partner on/Sight, they worked to change that and mapped out a strategy: target bigger, run fewer tests, and anchor everything to revenue per visitor. When traffic triples, conversion rate usually takes a hit; that's how ecommerce typically works, but for Fishwife, it was a bit different. While sessions surged 77–170% YoY, their revenue per visitor grew 25% at peak. That's not luck. Conversion rate is hard to grow when volume expands this quickly, because each new wave of traffic is lower intent than the last. Growing it anyway, in every quarter, is the clearest sign the program is working. That's what a mature CRO program looks like at this stage of growth: not a single breakthrough test, but a site that keeps converting better even as the brand scales and a compounding record of decisions made on evidence. Full case study is now live, link is in the replies.

Yesterday, we dug into the data behind BFCM for the Other Half - the 53% of $10M+ Shopify brands that don't peak during BFCM. We broke down seven buying patterns (Shapes) to help brands understand what Q4 actually looks like for their business and how to align their CRO, acquisition, and discounting strategies with when their customers buy. Huge thanks to @BryanBumgardner (Head of Content, @northbeam) for sharing insights on acquisition and measurement, @iamshackelford (VP of Partnerships, @CommnThreadCo) for bringing the operator perspective, and @nickselman (VP of Growth, Shoplift) for walking through CRO and site strategy. Missed the session? The full replay is now available! Link is in the replies below.

Picture two people shopping on the same Friday in November. One has been waiting six months for a $2,000 couch to go on sale. The other is staring at a gift list, wondering what on earth to buy their dad. They’re both shopping during BFCM, but they don’t have the same problem, and your promotion shouldn’t treat them like they do. Before you decide whether the banner says 20% or 30% off, there's a more useful question: what are you actually trying to get this shopper to do? Because "buy during the sale" isn't specific enough to build a site experience around. A gift buyer needs help choosing. A shopper who's been waiting for a price drop needs confidence to commit. Someone restocking for cold and flu season needs a reason to buy now instead of when they're already sick. Same promotional period but very different jobs for your site to do. Our final blog in our BFCM 'The Other Half' series takes a look at the importance of understanding the buyer behavior you're trying to influence in order to give you something to build around - Read the full blog in the replies below. Tomorrow, we'll be going deeper into this with @northbeam and @iamshackelford ( @CommnThreadCo / @drinkbrez) breaking down the seven buying patterns we found, what the data tells us about each one, and how to turn those patterns into acquisition, promotion and testing decisions. Join us to learn how your shoppers actually buy and how to use that behavior to get more from BFCM - shoplift.it/4h0jAZm

A November sales lift doesn’t necessarily mean your discount created more demand. For customers buying because something broke or a new need appeared, the reason to shop already existed. The offer may have helped them choose you. But availability, product guidance, or a clear delivery date may have mattered too. That distinction shapes what’s worth testing. The second blog in our BFCM The Other Half series explores how to give BFCM the right job when something else drives the purchase. Read the blog in the first reply. Join Shoplift, @northbeam and @iamshackelford + @CommonThreadCo / @drinkbrez on October 8, 2026, at 11 AM ET for a free masterclass where we'll be showing you how to recognize your demand pattern, decide what role BFCM should play, and how to build the right testing plan around it. Register here: shoplift.it/4h0jAZm