We rebuild the page closest to your sale and run it against the one you have now, 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.
Old page and new page run at the same time on your traffic, so seasonality and ad spend hit both equally. The result decides.
Two or three tests a month after the rebuild, each one measured the same way, so the wins compound instead of resetting.
Fewer opinions, more tested changes: every claim we make about your store is settled on your own traffic.