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Most of us are familiar with the judicial principle that people are considered innocent unless enough evidence surmounts to prove them guilty. This judicial right comes out of basic human ethics in that it's bad to have guilty people go free, but it's worse to have innocent people punished for crimes they didn't commit. Websites, however, are not given the same ethical treatment as people.
Messy Store When I think of conversion optimization and how I can better optimize a site, I always try to think of what the user experience would look like in a real store. If you haven't already seen it, Google analytics has created a series of real life videos which demonstrate how UX would translate in real-life settings.