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So what’s this all about? Unicorns, Useful Best Practices and Optimisation Experts — all rather rare and mystical beasts.

So what’s the problem? The uselessness of ‘best practice’ as a tool for correctly predicting what the outcome of a test or change will be.

And UX experts and CRO experts don’t always know, with a wide range of things, what the hell will happen once tests get implemented.

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