Aug 06 2010
Paras Chopra wrote an absolutely brilliant piece on CRO – Conversion Rate Optimization:
Every website has unique conversion goals, so the approach to conversion rate optimization is unique for every website. You should not expect to follow tips from a “best-practices” article and boost your conversion rates instantly. Chances are high that what worked for others may not work for you. So, the biggest step in increasing conversion rates is coming up with creative ideas and designs that can work.
Seriously, go read the article. Pay attention to the briefly highlighted case studies. The changes that resulted in increased conversions were often so small it's easy to see why small business owners would balk or not get it. But the truth is, it works. He's got the proof.