#72: CRO Myths That Are F*ucking Up Your Website (And How to Fix Them)

Welcome to Conversion Party. This week, we’ve got…

• 🔥 Heatmap Update: NEW Web Analytics

• 🕳️ CRO Deep Dive: 9 Things That Are Totally F*cking Up Your Website

• 🗺️ Goings On: Not nothin’

• 🤟Community love spotlight - Andrei Breha | CRO for 8-figure brands
  

🔥 Heatmap Update
Smarter Web Analytics for Smarter CRO

Discover the strategies and tactics you need to optimize for more revenue in ecommerce. In this in-depth essay we explore data-driven approaches, real-world examples, and proven best practices to help you drive more sales and revenue.

Last week we launched Heatmap Web Analytics and it’s built to change how ecommerce teams optimize for growth.

Let’s face it: GA4 is complicated.

• Still relying on devs to pull basic reports?

• Wrestling with custom triggers and manual code?

• Waiting 24–48 hours just to see what’s working?

You don’t need more dashboards. You need better answers, instantly.

Heatmap Web Analytics gives you real-time insights, actionable suggestions, and true channel attribution, all without writing a single line of code.

Built exclusively for ecommerce, it helps you:

• Spot what’s blocking conversions

• See how your best customers engage

• Find the pages and channels driving real growth

Tired of guessing what’s hurting your conversions? Heatmap Web Analytics gives you the clarity and control to turn insights into revenue, fast.

No fluff. No waiting. Just clarity, control, and confidence.

AND it’s only $29/month.

🕳️ CRO Deep Dive
9 Common CRO Myths Killing Your Revenue (And What to Do Instead)

Discover the strategies and tactics you need to optimize for more revenue in ecommerce. In this section we explore data-driven approaches, real world examples, and proven best practices to help you drive more sales and revenue.

If you’re still optimizing for conversion rate alone, you’re playing checkers in a chess game. Here are 9 common CRO myths killing your profits and what to do to fix them. These aren’t just industry hot takes. They're backed by real data, battle-tested with ecommerce brands, and designed to help you stop leaving money on the table.

Let’s get into it 👇

1. Stop Obsessing Over Conversion Rate

Conversion rate is a “feel-good” stat. It makes you think your site’s crushing it… until you check your bank account. It’s influenced by traffic quality, seasonality, and pricing and doesn’t reflect what really matters: Revenue Per Session (RPS).

If 1,000 visitors generate $5,000, your RPS is $5. That’s a real metric. A money metric. Track that.

💡 Our new Web Analytics tool puts RPS front and center so you're optimizing for actual profit, not vanity.

2. “Sessions” Are BS

Every platform defines a “session” differently. One resets after 30 minutes of inactivity, another after midnight, some include bots, some don’t.

Data discrepancies don’t mean your tools are broken just that they speak different languages. Ours? It speaks ecommerce. One definition. No guesswork. Real insights.

A session is what, you say?

Some of the facets that impact whether a platform “calls a session a session” are:

None of these are right or wrong. Depends on the platform.

tl;dr

Your platforms may not have conflicting data, they all have different rules and each definition of a session is unique per platform.

3. 1-Star Reviews Drive 40% More Revenue?!

Sounds backwards, right? But users who click on negative reviews convert more. Why? Because 1-star reviews act like a “deep FAQ.” They tackle objections, build trust, and show you’re not hiding skeletons in the closet.

✅ Encourage honest reviews. Highlight objections. Watch trust and sales go up.

tl;dr

Leave negative reviews on your website and monitor them heavily so users can get a “deeper FAQ” about your product.

4. AI Isn't Magic, But It’s Damn Useful

Most AI tools fail at UX audits (like 80% wrong kind of fail). But where they shine is mining gold from customer reviews. Use AI to analyze sentiment, uncover hidden trends, and find out what your customers really care about.

👀 Psst… Our analytics platform includes this review analysis right in your dashboard.

So what should we use genAI for?

• UX Feedback? → HECK NO

• For JS errors? → HECK NO

• For code edits? → HECK NO

• Making new pages? → HECK NO

• For copywriting? → ... in one way...

Here’s how you can use genAI to analyze reviews:

Step 1: export Reviews (as PDF)
Step 2: upload with a prompt asking what you want to know about customers
Step 3: Talk to your customers. Literally, ask anything.
Ask negative things too!

tl;dr

Use genAI platforms by uploading reviews to talk to your customers. This can give you crazy intel about your entire business.

5. FAQs Are Quietly Crushing It

FAQs are not just for answering simple questions; they are a goldmine for revenue. Analysis of 50 million sessions showed that FAQs have a 12% higher Revenue Per Click (RPC) than other elements on homepages, product detail pages (PDPs), and landing pages (excluding add to cart buttons).

Only about 11% of customers even see FAQs on homepages.

FAQs are a goldmine:

1. They answer the questions your customers have that needs to be in your content

2. They pick up what was missing from your “leaky content bucket”


3. They give you the content you should put everywhere

Do this to maximize their impact:

• No FAQ question under 4 words

• Limit to 6–8 questions

• Add it in the footer

• Aim for 30–50% visibility on key pages

• Track RPS per question, not just clicks

• Remove, rearrange, and rewrite lowest performing questions

A leather goods brand made an extra $600K/year by doing just this. You can too!

tl;dr 



• 30-50% of users should see FAQ

• Put high RPS questions first

• Remove + replace non-performers

6. Best Sellers Aren’t Always Best to Feature

"Wait, are you saying I shouldn’t feature my best sellers?"

Not everywhere. It’s “logical” to showcase your top products sitewide but logic can be a silent revenue killer.

That best selling candle? It might tank on your homepage but drive crazy RPS in a post purchase upsell or bundle. It’s not about what sells best globally, it’s about what sells best where.

💡 Based on thousands of screen recordings, we’ve seen that showing Best Sellers after another product often drives more total revenue than leading with them. Context > popularity.

7. A/B Testing: Why “Statistically Significant” Doesn’t Mean “Let It Rip”

Ever run an A/B test, see a solid lift, hit "publish" and then… nothing? No revenue bump. No improved metrics. Just vibes.

Here’s why: Statistical Significance alone is not enough.

Yes, stat sig tells you there’s a 95%+ chance your results weren’t random. But that doesn’t mean the impact is real or repeatable. Without Statistical Power and a proper Minimum Detectable Effect (MDE), you're flying blind.

Here’s how to trust your test results:

• Statistical Significance = “This probably isn’t a fluke.”

• Statistical Power = “If I ran this test 1,000 more times, would I get the same result?”

• Minimum Detectable Effect (MDE) = “Did I collect enough data to confidently detect a result that actually matters to the business?”

👉 Here’s the problem: Most testing platforms only report stat sig. They won’t tell you if you had enough traffic to detect a meaningful lift or if the difference was even big enough to care about.

And no, “10,000 sessions per variant” isn’t a one size fits all rule. It’s often wrong.

So what should you do?

• Use ABtestguide.com to calculate statistical significance and power

• Use Speero’s MDE Calculator to make sure your lift is worth measuring

• Tools like Intelligems, Shoplift, and Visually can help you test smarter but make sure they’re checking all three boxes

If you want confident decisions (not just “maybe this worked?”), these metrics are non-negotiable.

Letting a test “rip” without verifying all three is like launching a rocket based on a weather report that only checks the temperature. Feels legit until it crashes.

8. Your Homepage Might Outperform Landing Pages

Only ~15% of paid traffic lands on long-form landing pages. Sometimes, sending folks straight to your homepage works better especially if it’s optimized to convert cold traffic.

Test this before peak seasons. The results might surprise you.

tl;dr: Test running ads to your home page, especially before BFCM!

9. Smart BFCM CRO Hacks

BFCM isn’t about slapping 50% off across your site. It’s about making your offer feel exciting without distracting from the product.

Try this:

• Rename fast shipping to “BFCM Shipping”

• Personalize pop-ups and welcome back flows

• Use the announcement bar to push your top product

• Change product names for BFCM without touching the offer

  

Ready to Stop Guessing?

The new Heatmap Web Analytics makes all of this easy.
Track real metrics like RPS, get HeatmapAI insights, and stop optimizing based on vibes.

It’s just $29/month. The ROI is stupid good.

Want more details on how our analytics model works and why it matters?
📖 Read the full breakdown on the blog →

🗺️ GOINGS ON
Not Nothin’

Stay in the loop with our latest partner activations, from webinars and in-person meetups to fresh content collaborations. We’ll highlight upcoming events, share key takeaways from recent gatherings, and give you an inside look at what’s brewing in our network.

The Ultimate Guide to Optimizing Your Product Pages

If you're driving paid traffic to your product pages and seeing too many visitors bounce without buying this is for you.

We partnered with Rep AI and 11 other leading ecommerce partners to create The Complete 2025 Guide to Product Page Optimization, a practical guide filled with real examples, actionable CRO tactics, and emerging AI strategies for converting more shoppers.

No fluff. Just real stuff that works.

Margin Recovery Mode: Tactics to Win When Tariffs Strike June 24 & 25

Join top ecommerce leaders on June 24 and 25 for Margin Recovery Mode, a live, no fluff panel. Each speaker will share their best 7-minute strategy to protect profits and adapt to new tariff rules. Get real world tactics on pricing, sourcing, loyalty, tech, and more.

Brands like GrooveLife, Moonbrew, Feals, Stay.ai, Avenue Z, Gorgias, Passport, and others will share the strategies that are already helping them. Don’t miss your chance to get ahead, ask your questions, and walk away with a playbook to future-proof your brand.

Your Playbook for Tariff Chaos: New Guide Just Dropped!

One week it's a 60% tariff. The next, a 90-day pause. Next week? Who knows. This makes planning tough, and it can impact your profits.

 We teamed up with the legends at Social Snowball, FERMÀT, Triple Whale, Rivo, ShipBob, FUEGO.io, and PostPilot to create the Tariff Survival Guide.

This isn't about just "surviving." It's your no fluff playbook to scale smarter and protect profits when chaos reigns.

What’s inside:

• Reduce your CAC without being at the mercy of paid ad platforms

• Transform your customer base into a continuous revenue stream

• Execute faster, more confident ops and pricing decisions

• Uncover hidden opportunities to boost margin across checkout, shipping, and post-purchase

Tariffs are unpredictable. Your profit margins don't have to be.

 🤟 COMMUNITY LOVE

Our featured tweet of the week, where we share bite-sized insights or a quick tip that’s making waves in the world of e-commerce. Consider it your fast track to staying updated on what’s trending.