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Good examples, but any marketer worth her salt factors cost and revenue into her decisions about how to best optimize. I think you're using the term CRO too literally. As you point out, conversion is an abstract, so it should always be more clearly defined internally. And optimizing for a single metric without considering other factors is a naive way to approach optimization in general.

Joanna is actually my wife and business partner... So we talk about this stuff. All. Day. Long. She knows first-hand that these principles work. Lance