Three conversion rate myths hurting your store
Most CRO advice is generic. Here are three common myths we dismantle in every audit — and what to focus on instead.
Myth 1: Higher conversion is always better
A 4% conversion rate sounds great until you realize it might mean you're underpricing, attracting the wrong audience, or starved of top-of-funnel traffic. Conversion rate in isolation is a vanity metric. The only number that matters is contribution margin per visitor.
Myth 2: A/B testing is the first step
Testing without a hypothesis is gambling. Before you test, you need quantitative funnel diagnostics and qualitative research — session recordings, exit surveys, heatmaps. Tests are how you confirm what research already suspects.
Myth 3: Checkout is where you lose
By the time a customer reaches checkout, the decision is mostly made. The real leaks happen earlier — on product pages, in search, in the gap between intent and add-to-cart. Fix the funnel top first.
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