<b>"Just follow proven best practices." [BUSTED]</b>
The myth: copy what worked for the famous case study and you'll get the lift too.
Why it spread: best-practice lists are easy to sell, easy to read, and absolve you of thinking.
The boring truth: nearly every famous CRO win was a <i>fix to a specific local problem</i>. The orange button beat blue because the rest of <i>that</i> page was blue. Removing the field worked because <i>that</i> field confused people. Strip the context and you're cargo-culting the artifact, not the mechanism.
The nuance: best practices are good <i>hypotheses</i>, terrible conclusions. Use them to decide what to test on your audience, never as a substitute for testing. The win lives in the why, and the why almost never travels.
Above The Fold Heresy
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<b>"Just follow proven best practices." [BUSTED]</b>
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