Nick Tefft joins Will Laurenson to break down the overlooked e-commerce fundamentals that still drive serious growth. From practical personalisation and site search optimisation to filtering systems, reviews, and social proof, Nick explains why brands often ignore the basics while chasing AI trends. He shares lessons from scaling his own Shopify store to £350k a year and reveals how Abbott Lyon achieved 10 to 15% conversion uplifts through smarter customer segmentation and messaging consistency. If you want to improve conversion rates without overcomplicating your website experience, this episode is packed with practical ideas and honest insights.