Less is more

Why simplicity is (still) revolutionary

You've noticed it too, haven't you?

Everyone's talking about CRO.

About changing the colour of buttons.
About endless A/B tests.

About tracking systems.

About automation on top of automation.

And then the omnipresent A.I., as if it were the magic key.

Yes, these are all useful things. But do you know what's often missing? Direction. Identity. Vision.

Before optimising, understand what you're communicating

There's no point testing a hundred variants if your eCommerce says nothing.

There's no point bombarding people with emails if users don't remember who you are.
There's no point optimising a funnel if your photos have no identity.

A layout can be perfect. But if it's empty of meaning, it will be forgotten.

Want a confession from an industry insider?

Ever wonder why everyone's talking about CRO these days?
About A/B tests, micro-tweaks to buttons, over-the-top accessibility work?
Why they suddenly seem like the only things that matter?

The truth is simple.

Because today it's become harder and harder to sell an eCommerce site.
And when something becomes hard to sell, "complementary" solutions multiply. The service gets unbundled. Budgets get justified with "continuous optimisation". Needs are created that often don't exist.

And let's be clear: there's nothing wrong with acknowledging that selling a website today isn't easy. It's a saturated, competitive, uncertain market. There's nothing wrong with admitting it.

The problem is when, to stay afloat, false necessities are built. When clients are made to invest in directions that, in practice, mean nothing for their business. When analysis is confused with results. Optimisation with strategy.

That, yes, is a problem.
And it risks draining energy, time and budget.
Without ever addressing the real question: the meaning of what you're building.

Want to know what really increases CRO?

We'll tell you.
An eCommerce that moves people converts more than any green or yellow button.
More than any A/B test. More than any automation tool.

Because it truly speaks to your customer. Recognises them. Welcomes them. Wins them over.

Tell the story before you optimise

An agency shouldn't just test and automate. (Which still needs to be done, of course…)
It should know how to listen. To immerse itself in its partner's story. To understand where they've come from, where they want to go, and why they do what they do.

And from there, find an angle.
Translate the brand's story into a relevant narrative. Into a clear identity. Into a positioning that's useful for the business, but also for the end customer.

At a time when you can do everything, an agency needs to know what's actually needed. Not adding more, but stripping away what's superfluous.

This is the real work in 2025
Less is more.

‍