Brian “Purk” Purkiss leads D2C acquisition and the ecommerce site for Honest Paws at OnePet. In this episode, Brian gets honest about what actually moves conversion and what just burns time. We dig into the puzzle of ecommerce decision making, how to turn tiny wins into big results, and why the bravest thing you can do is sometimes remove the shiny thing you just added. You’ll hear: Why small, measured iterations beat year-long redesigns The counterintuitive truth that removing elements often lifts revenue How to set goals, form a hypothesis, and measure impact without ego A practical workflow for roadmapping, testing, and sharing lessons with your team Preventing burnout with “fallback” tasks and Fun Feature Friday Building a culture of ownership and trust on a fully remote team Brian’s hardest leadership lesson and how he fixed it If you care about conversion rate, new customer acquisition, and making your site 0.1% better week after week, this one’s for you. Hosted by Justin Aronstein with Connor.