<b>"Follow conversion best practices." [MOSTLY MYTH]</b>

<b>"Follow conversion best practices." [MOSTLY MYTH]</b>

They spread because case studies are sticky: someone's 30% lift becomes everyone's gospel, stripped of the context that produced it.

The boring truth: a "best practice" is one company's local maximum, on their traffic, their offer, their price point. The directional finding ("reduce friction," "clarify value") generalizes; the specific tactic ("green button," "single-column form") rarely does, because it was tuned to a situation that isn't yours. Copying the tactic without the mechanism is cargo-culting.

What worked there is a hypothesis here, not a conclusion.

What the advice skipped: steal the principle, test the tactic. The only best practice that travels is "reduce the gap between what the visitor wants and what the page makes them do."