You’re onto something. A surprising number of people seem either not to be interested in knowing or improving the results of their work. I’m inclined to believe it’s less an aversion to that knowledge, though, and more just an aversion to learning new things (ie: the practice of conversion rate optimization).

Bobby,

I think it’s far more fundamental and deep rooted because the mentality/culture is not limited to just online business. Almost a century ago Claude Hopkins laid out the ground rules for optimising advertising and marketing. Then in the 70’s David Ogilvy said he hoped advertising would move more in Hopkins direction.(ie more testing and better results)

Didn’t happen. In fact the total opposite happened.

Why most human beings aren’t interested in doing the work and getting the results is perhaps a question a psychologist could answer for us.

@Bobby Hewitt Bobby,

Sometimes they pick the wrong tools and that discourages the team. Sometimes they hire the wrong person or agency to do their tests and they don’t get much results. Sometimes they don’t have internal processes for coming up with tests, planning them, etc and it fails to yield enough value for the effort put in. However, it is guaranteed to fail if the corporate culture and metabolism doesn’t allow it to thrive.