We rebuild the page nearest the purchase and run it head to head against the one you use now, on your own visitors. Judged on revenue per visitor, not opinions.
We rebuild one page, usually the product page, because that is where the money is decided. Up to five iterations against your current page.
Both versions run at once on the same audience, so a strong week or a shift in ad spend lands on both. What remains is the page.
Two or three tests a month after the first win, each one measured on your own traffic before it becomes the page you keep.
A higher conversion rate at a lower order value can leave you worse off. Revenue per visitor cannot be flattered that way.
Fewer opinions, more tested changes: every figure we report was measured in a live A/B test on the brand's own traffic.