First, let's talk briefly about conversion rate optimization, or CRO. If you have some kind of transactional website, like an e-commerce site where you sell your small-press poetry books, or a SaaS platform where you try to get people to sign up for a free trial of your software, the page where those transactions happen is called a landing page. And since your success as a business more or less depends on how many people you can get to "convert" on that landing page (i.e., buy the book or sign up for the free trial), businesses usually attempt to optimize their conversion rates through various tests. (Can you see where this is going?)
A lot of the "best practices" and received wisdom around conversion rate optimization have to do with little A/B tests that are basically trying to hack your potential customer's psychology. Some of these tests involve design elements, such as the shape, color, or size of the "Add to Cart" button, or where it is on the page. Others involve copy, like the main heading on the page and "call to action" (the words on the button, like "Start My Free Trial"). Is longer or shorter better? Do exclamation points help? Et cetera, et cetera. The idea is that you can eke a few more conversions out of the same number of visitors with these tricks that make your page more persuasive or frictionless.
Recently, my boss did this webinar with the sensationalist title "Everything You Know About Conversion Rate Optimization Is Wrong." There was a bunch of data and charts and some pictures of unicorns, for some reason, but the basic gist was, stop futzing around with the button color -- you can only make small incremental gains that way, and many of those apparent gains are illusory anyway. If you really want to improve your conversion rate, you need to make radical changes. For example, change the offer: Maybe it's not that people aren't buying that book because of poor landing page design, but because nobody wants that book. You might also need to change the whole flow of your signup process. You can mess around with button color and shape once you know for sure that people actually want what you're peddling.
Everything You Know About Revision Is Wrong
So here's my theory: Revision works the same way. For the same reason that most businesses fail slowly (by focusing on small details instead of big-picture stuff), most writers can't get their work better than a certain level of passable mediocrity because they're "optimizing" the small stuff before they hit on a project that's worth optimizing. They approach revision by thinking about word choice and commas and cuts and line breaks, but those things can only make a poem or a novel or whatever 1-5% better. A radical revision that completely rethinks the scope or the flow or what have you could make it twice as good.
If it sounds like I'm saying "Kill your darlings," I'm not. In fact, I most often approach revision by saving my darlings and killing the rest.