When most beginners start with conversion rate optimization, they get carried away by the rosy picture of A/B testing. Let’s test button colors? Or maybe call to action text? That should get us a win of at least 30-50%… I think.
Unless you’re a giant like Amazon, you need to go beyond the random let-us-change-button-color-today kind of tests to move the needle through A/B testing. It’s not about tactics. It’s about the reaction your design creates in the mind of your visitors.