> Not all optimizations are universal. One example from the top of my mind would be Wikipedia's "personal appeal from Jimmy Wales" campaign. That photo made me

> Not all optimizations are universal. One example from the top of my mind would be Wikipedia's "personal appeal from Jimmy Wales" campaign. That photo made me uncomfortable, and I would have liked a more panoramic shot with the subject in focus like the one used for "Dinner with Obama". But Jimmy Wales responded to someone(I can't find the thread; was on reddit I think) that it converted better than other alternatives. That said, starting with some known best practice(long forms, make it multi step) and then measuring the alternatives goes a long way.