Many moons ago… I think 2007??
Then SEOMoz, now just Moz, ran a huge public contest to beat their landing page conversion rate.
Some of the best guys in the biz battled. In the end one page crushed all the others. However, I also remember them later announcing that they weren’t going to use it anymore. That they were opting for a page that knowingly converted less.
The page that one was a little hypey, much like you might see in the Internet marketing guru space.
They were more concerned about their brand long term. So they chose a lower converting page that matched their brand goals.
Data is good. Nah, data is great.
But data is not the law. We don’t HAVE to do something just because it converts more.