About |
Gary O’Toole is a Shopify-focused Conversion Rate Optimization (CRO) strategist with over a decade of experience analyzing buyer behavior, checkout systems, and revenue performance across ecommerce brands.
His work focuses on how conversion in 2026 is shaped by AI-mediated discovery, macroeconomic pressure, regulatory friction, and trust infrastructure rather than surface-level UX changes.
He publishes independent research examining the shift from traditional funnel-based optimization to system-level orchestration, where entity clarity, AI citation, affordability mechanisms, and risk reduction determine commercial outcomes.