His ads weren't the problem
Hey
Three things this week that all come back to the same idea: the thing you think is broken usually isn’t the thing that’s actually costing you installs. Why his ads weren’t actually the problem, the three images every merchant sees before they decide, and how to watch churn happen instead of guessing at it.
His ads weren’t the problem
A founder asked me why his Shopify ads weren’t converting. Good product, real brands using it, and still zero installs. The fix wasn’t better keywords or a prettier hero image.
The 3-image rule
Merchants see your hero and two thumbnails before they decide whether to click. That’s it. Most founders waste all three on feature screenshots nobody can read at that size.
Watch them churn
The uninstall dropdown tells you what merchants said. The session replay from the hour before tells you what they actually did. They’re almost never the same thing, and the gap is where your fix is hiding.
That’s it for this week, let me know what you think, reply and repost with your network!
Ohad
