Elevate Conversion Rate Optimization (CRO) from tactical to strategic by treating it like a measurement system. A high volume of tests, viewed in context with one another, provides a detailed, high-fidelity understanding of user behavior, much like a 3D scan requires numerous data points for accuracy.

Contrary to the belief that messaging should be universally simple, Hexagon discovered that using specific, technology-oriented terms led to higher user engagement, dwell time, and click-through rates. This suggests users prefer concrete language over vague, high-level concepts, even if not every term is relevant to them.

When facing a "brick wall" where user perception contradicts data (e.g., feeling ad load is high when it's low), incremental changes fail. The solution is to re-architect the experience from first principles. This can unlock growth in key metrics like ad load while simultaneously improving user satisfaction.

Foster a culture of experimentation by reframing failure. A test where the hypothesis is disproven is just as valuable as a 'win' because it provides crucial user insights. The program's success should be measured by the quantity of quality tests run, not the percentage of successful hypotheses.

Treat product data as a reflection of human behavior. At DoorDash, realizing the order status page had 3x more views than the homepage revealed intense user anxiety ("hanger"). This insight, derived from a data outlier, directly led to the creation of live order tracking.

Instead of imitating successful competitors' tactics, deconstruct them to understand the underlying psychological principle (e.g., scarcity, social proof). This allows for authentic adaptation to your specific context, avoiding the high risk of failure from blind copying which ignores differences in brand and audience.

When an experiment succeeds (e.g., positive framing after a loss), don't just iterate. Exploit the core psychological insight by applying it across adjacent product areas, turning one team's discovery into a company-wide growth strategy.

Instead of relying on documents and KPIs, which can be misinterpreted, Shopify's design team creates tangible, visual 'North Stars.' This allows stakeholders across the company to have a concrete and rich debate about future direction, transforming design into a strategic alignment tool.

Businesses often fail to spot points of friction in their own customer journey because they are too familiar with their processes. This "familiarity bias" makes them blind to the confusing experience a new customer faces. The key is to actively step outside this autopilot mode and see the experience with fresh eyes.