That example is a small change. I apply what I know of a hundred years of combined direct marketing knowledge to more clearly demonstrate a site's value proposi

That example is a small change. I apply what I know of a hundred years of combined direct marketing knowledge to more clearly demonstrate a site's value proposition. I do bigger changes that involve copy and presentation, not changing the color of a button. There are golden principles, CRO isn't be throwing shit on the wall and seeing what sticks - it is using what we know and what's been proven about psychology to increase sales.