Brian Massey — the Conversion Scientist — pulls back the curtain on what a conversion optimizer actually does day to day, from forming hypotheses to reading tests without fooling yourself.
Every change begins as a falsifiable hypothesis — a visitor problem, a proposed fix, and the single metric it should move. Without that, you're decorating, not optimizing.
If you can't state how a test could prove you wrong, you're not experimenting.
Analytics shows where visitors drop; session recordings and heatmaps show why. Combining the two turns a guess into a testable idea.
Sample size, duration, and the discipline not to peek early separate real winners from noise that looks like a win.
Winners ship, losers are archived with the reason, and the backlog reprioritizes — so the practice compounds week over week.
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