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A list of sins that Conversion Rate Optimizers (CROs) make – and how to atone for them.

Our latest sins

  • 4. Having no intention of course-correcting based on experimental evidence

    Product teams are often guilty of this. Roadmaps are committed to and things are promised. No one wants to be the one that disappoints so they focus on delivery rather than performance. Experimentation is set aside as a distraction or as unnecessary. You’ll often hear the phrase, “We know it will work. There’s no need to test this. We have a lot of customer feedback.”

    Read how to atone

  • 3. Not establishing decision-criteria before you run a test

    One should be using evidence to make decisions, not to only confirm one’s assumptions. Our Confirmation Bias has a terrible way of biasing how we interpret data. We test to lower our standards if it means confirming our beliefs.

    Read how to atone

  • 2. Blindly following Best Practices

    Starting with a Best Practice is not wrong. But never challenging them or validating them on your site absolutely is. Every site is different and serves different audiences. There is no such thing as a one-size-fits-all.

    Read how to atone

  • 1. Peeking

    Stopping a test once Statistical Significance is reached. This is a grave sin as it invalidates your data. Under no circumstances should you do this.

    Read how to atone

CRO Sins