Why ”Pretty” Websites FAIL: Conversion Rate Myths with Brian Massey

Why don’t beautiful websites convert? What’s the ROI of ugly design? 🤔 In this episode of Clicks to Customers, StubGroup CEO John Horn chats with Brian Massey, founder of Conversion Sciences, to explore the science (and psychology) behind conversion rate optimization (CRO).Brian breaks down:-Why "conversion rate optimization" is a misleading term-How to analyze your website like a digital store-What AB testing really requires (and why small businesses should rethink it)-The heartbreaking truth about why ugly websites often perform better-How AI is revolutionizing CRO—but not how you thinkWhether you're an eCommerce manager, lead gen marketer, or founder looking to make more from your traffic, this episode will challenge how you think about design, data, and digital experience.👇 Chapters & Time Stamps Below⏱️ Chapters00:00 – Intro: Meet Brian Massey, the Conversion Scientist01:00 – What CRO really means (and why the name is misleading)02:30 – How to treat your site traffic like a giant focus group05:00 – Analytics 101: Most business owners miss this06:45 – Why total redesigns are usually a bad idea08:15 – Testing with purpose: Every site change should be a test09:45 – Common mobile conversion killers (and how to find them)11:00 – Why design teams often sabotage conversions12:00 – The sad truth: Ugly pages often win12:45 – A/B testing for low-traffic sites—Is it even worth it?15:00 – Home run testing for small sample sizes16:30 – Radical vs. subtle test changes—What works best?20:00 – AI in CRO: Personalization and copy rewriting23:00 – How AI helps build smarter personas (fast)25:30 – GA4 vs Universal Analytics: Brian's take28:30 – Should your business hire a data utility expert?29:45 – Who Conversion Sciences works with & how to connect🔗 Links MentionedConversion Sciences: https://conversionsciences.com/BrowserStack: https://www.browserstack.com/Unbounce: https://unbounce.com/Google Analytics (GA4): https://marketingplatform.google.com/about/analytics/StubGroup is the #1 resource for fixing Google suspensions and policy violations, and we're also one of the top Google advertising agencies in the world.🚀 Dominate Google Ads and grow your business: https://stubgroup.com/Connect with StubGroup on Social Media:--------------------------------------------------🐦 Follow us on X: https://twitter.com/stubgroup📱 Like us on Facebook: https://www.facebook.com/StubGroup/👥 Connect with us on LinkedIn: https://www.linkedin.com/company/stub-group/📷 Follow us on Instagram: https://www.instagram.com/stubgroupadvertising/