We rebuild the page closest to your sale and run it against your current one on your own live traffic. The scoreboard is revenue per visitor, not a dashboard metric.
Usually the product page, because that is where the money is decided. One page, rebuilt properly, rather than a list of opinions about the whole store.
Old page and new page run at the same time on your traffic, so seasonality and ad spend hit both equally. The result decides.
An ongoing programme of two or three tests a month, each one measured the same way, so the page keeps moving after the first rebuild.
Fewer opinions, more tested changes: every claim we make about your store is settled on your own traffic.