Is Best Practice Really What's Best?

You may have heard this term before "Best Practice".
 
But do you actually know what it means?
 
I feel that Best Practice is a bit of an excuse for a lot of people in eCommerce especially. For some it is seen as the only way to do things. In all honesty sometimes it can be the only way to do things. That doesn't mean that it should ALWAYS be the only way to do things.
 
I believe that Best Practice is statistically the most surefire way to get the outcome you want. In eCommerce that is generally a purchase.  The decision may not be based on statistics but it could be based on experience and background knowledge. No matter how the decision is arrived at it is an acceptable and average way to create or layout something that is most likely to get you the desired outcome (normally a purchase).
 
It may be that statistically blue add to cart buttons lead to more people adding to cart than other colours. But that doesn't mean that blue is right for you or your brand.
 
This is only a small example but there are many when you start scratching below the surface. I really do believe that Best Practice should only ever be a starting point. It should never be a static state, nor should it be the only way you ever do it.
 
You want to use it as a jumping off point then refine to your brand style and voice. It is important that you also keep adjusting to improve the metrics and goals of your site. 
 
This ultimately means that what is Best Practice for you may not actually be the standard Best Practice - which is perfectly ok! In fact its exactly what you want - you want to find your very own version of Best Practice, and yes this will be just as unique as your brand and it's values.
 
Your version of Best Practice should be unqiue and it should also adapt and change as required. This is also one of the reasons why I recommend when it comes to competitors you actually put blinkers on, and ignore what they are doing. You never have any idea what they are trying to achieve behind the scences, and their version of Best Practice may very well NOT be your version of Best Practice.
 
If you need help working out what your own version of Best Practice is or you want to chat more about it let me know! I love chatting about this topic.
 
Until next time, stay magical,
 
Sa
Chief Unicorn Motivator @ Site Unicorn
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