Stafford: Most Early CRO Wins Come From Removing Website Bloat
Matthew Stafford · He Walked Into a Wall in the Dark and Rethought Everything · Jun 10, 2025 · at 25:36
Matthew Stafford, managing partner at conversion rate optimization agency Build Scale Grow, discusses why early-stage e-commerce websites fail to convert visitors.
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“The majority of wins that we get for websites early on is removing stuff from the website, making it much easier to navigate, much easier to understand the main thing and not all of the little side tangents that the owner has added to the site because of doing their own customer service and thinking because one person couldn't figure out What the menu button meant that they had to do a whole bunch of other things, and so most of the time the website owners are very reactive rather than strategic, and in that reaction they end up adding a lot of stuff to their website that just makes it bloated and confusing.”
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