MarketingProfs published a scathing attack on best practices written by Michael McLaughlin in todays issue. His article describes the use of best practices in sales presentations. I thoroughly enjoyed it and think most of what he has written definetly applies to Landing Pages and online optimization.

Here are Michaels top 4 reasons for why best practices suck:

1. They rarely work
2. It’s a followers strategy
3. Change comes from within
4. They don’t come with a manual

One of the fascinating things we learn through testing sites is how wrong the “best practices” are in many cases. Every site, sale, or offer is unique, and the only way to know what really works is to test it and find out!