It’s not easy to substantially increase conversion rates. That’s because being willing to make big gains, means making big changes. Changes in mindset, risk, and your willingness to push the edges and accept uncertainty for a greater opportunity.
Far more risk, is required to stand up and say, “This is what we’re testing and here’s why it might work”. Risk in being wrong. Risk in losing money today to gain more tomorrow from big test learnings.
If you focus on only what you’re told to do, or optimize and test within the limits of your boss or organizations risk level, you won’t make any waves, rationalizing that at least you’re not risking losing that much. But the opportunity cost your conversion optimization faces is significant. Both in terms of learnings and potential gains.
