The Conversion Ledger
The notebook from a CRO agency that's been running tests since 2003.
Real test results, honest analysis, and the strategy behind them. Twice a month, in your inbox.
Written for ecommerce, product, and growth leaders at $5M+ brands.
Free · Twice a month · Unsubscribe in one click
Written by
Brian Schmitt
CEO, Surefoot
Read by teams at
Inbox · The Conversion Ledger
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Brian Schmitt
ReadThe case for slowing down your optimization program
Why the best optimization programs build in deliberate friction.
Steve
idea
Saw Amazon doing this new promo on mobile, we should do that too. Can you update by Friday? Thx 🙏
Brian Schmitt
Read70% of your traffic. 40% less revenue.
The three mobile checkout friction points you're probably ignoring.
Anthropic Billing
⚠️ You've used 87% of your monthly Claude usage
Heads up: your team has used 87% of allocated tokens. Your current billing cycle started 4 days ago.
Brian Schmitt
ReadThe metric that's lying to your face
Why conversion rate alone is a dangerous north star.
FAQ
The honest answers
No. The Ledger is where we share the work itself: the tests, the friction we've found, the analysis we'd otherwise only show clients. If you ever feel like you're being pitched, unsubscribe and tell us why. We mean that.
The blog is structured, evergreen, SEO-shaped. The Ledger is the unvarnished version: what we tested last week, what surprised us, what we got wrong. It reads more like a working analyst's notebook than a publication.
Never. One issue, twice a month, from Brian. No drip campaigns, no retargeting based on opens, no "warming up." If you want to talk to us about an engagement, you can, but the newsletter is its own thing.
Yes. The full archive is open at conversionledger.surefoot.me. Read a few before you decide.