Nick Selman, who leads growth at Shoplift, joins Karl and Taylor to talk about conversion rate optimization built specifically for Shopify.

Shoplift is the first Shopify Plus certified CRO platform, and Nick gets into why a Shopify-native tool beats general-purpose testing (no flicker, tests at the Liquid level, served through Shopify), how to think about Rollouts as a floor rather than a threat, why most CRO is stuck in hundred-year-old orthodoxy, and what non-BFCM brands should actually do during the busiest season. Plus the "technical-ish" era of marketing, the biggest mistakes brands and agencies make with testing, the Dev Changelog, and Picks of the Week.

Sponsor
The Support Heroes - https://www.thesupportheroes.com/

Subscribe to Liquid Weekly
Don't miss out on expert insights and tips. Subscribe to Liquid Weekly for more content like this: https://liquidweekly.com/

Find Nick Online

    shoplift.ai
    LinkedIn: linkedin.com/in/nickselman
    Twitter/X: x.com/nickselman
    Email nick@shoplift.ai for a free conversion rate audit

Timestamps
00:00 - Open
00:35 - Intros and Taylor's trip
02:07 - Meet Nick Selman of Shoplift
04:55 - Nick's origin story: from a coffee dropshipping startup to Shoplift
09:05 - The "technical-ish" era for marketers and founders
15:59 - Why a Shopify-native CRO tool beats general-purpose testing
20:30 - Rollouts as the floor, not a threat to the app ecosystem
30:10 - Going all in on Shopify and rethinking century-old CRO
34:10 - What non-BFCM brands should do during BFCM
37:17 - Who actually benefits from A/B testing, and the "do no harm" test
44:02 - Biggest mistakes brands and agencies make with CRO
49:13 - Dev Changelog
52:13 - Picks of the Week

Dev Changelog

    Build with confidence: Shopify AI Toolkit's security check - https://shopify.dev/changelog/blog/bu...
    Checkout footer visibility now applies to merchant-configurable content - https://shopify.dev/changelog/posts/c...
    Add shopping and Shop Pay checkout to any agent with Shop MCP - https://shopify.dev/changelog/posts/a...
    [deprecation] Global Catalog REST API stops serving traffic on November 2, 2026 - https://shopify.dev/changelog/posts/g...
    [action required] New owner_type field for metafield declarations in Checkout and Customer Account UI extensions, required in 2027-01 - https://shopify.dev/changelog/posts/m...
    [breaking change][action required] Cart mutations reject unconfirmed writes in POS UI extensions 2026-10 - https://shopify.dev/changelog/posts/c...
    [breaking change][action required] POS UI extensions now return percentage values for percentage discounts - https://shopify.dev/changelog/posts/p... 

Picks of the Week

    Karl: The Deerslayer by James Fenimore Cooper. The first book chronologically in the Leatherstocking Tales (the Last of the Mohicans series), feeding his current frontier-life kick.
    Nick: Hestan NanoBond pans. Titanium-coated stainless steel, durable, dishwasher safe, and worth waiting for a sale on.
    Taylor: A Kindle, plus the Libby app for free library books. His travel lifesaver on 20-plus-hour flights, and currently loaded with the Game of Thrones series.