13/03/2025
A new client hit us with this question last week:
"The perfect website exists – can’t you just use what you know and implement best practices?"
It’s a fair question. If something has worked before, why not just do the same thing again?
The answer? Yes and no.
Yes, because CRO best practices have been tested over and over again. That’s exactly what we look for when we audit a store.
But no, because blindly applying best practices doesn’t guarantee results.
Two brands can look identical, but their customers, traffic sources, and behaviours?
Completely different.
That’s why every audit we do goes deeper than just a checklist of best practices:
Are they actually implementing what we KNOW works—or just half-doing it?
If they’re missing key CRO principles, is that actually hurting conversions—or is something else the real issue?
Would fixing this actually move the needle, or is it just a distraction from something bigger?
Copying best practices is like copying the new kid at school’s answers before you even know their grades – or if they even had the same question paper.
CRO isn’t about blindly applying tactics. It’s about knowing what to test, when to test, and making decisions based on real customer behaviour.
If you’re making changes without testing, you’re not optimising. You’re gambling.
