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Product Page Optimization Specialist
Frictionless Commerce
Where to find me
About me
Rishi is known as “the Shopify product page guy” and specializes in converting first-time buyers for eCommerce brands via his consultancy Frictionless Commerce.
Q&A
How did you first get into testing ideas with experiments? What made you try it out?
“I began conducting Google Analytics analyses for clients in 2008. I would compile reports highlighting gaps in their funnel, and while doing so, I would also offer solutions to address those gaps. One day, a client said, "These are good ideas, but how do I know they will actually drive sales?” and that's when I set up my first A/B test.” Rishi Rawat
Can you share a recent experiment that surprised you—either in the result or in what it revealed about how your team works?
“I’ve always known video can outperform written content. But this experiment taught me something deeper.
We had two versions of the same content—one in video, one written. But instead of forcing a default, we let people choose. Two buttons. Click one, get a video. Click the other, get text.
Here’s the kicker: even though video converts better, twice as many people choose the written version.
That’s a really important lesson.
Just because something is a stronger conversion catalyst doesn’t mean it should be the default. If it’s the less preferred option, forcing it could dampen the overall impact.
User preference and conversion power don’t always align. And when they diverge, it’s worth paying close attention.” Rishi Rawat
Who I nominated this year
I nominated Rich Page as a Selectee for the Who’s Who in Experimentation 2025.