We rebuild the page closest to your revenue and test it against your current page on your own live traffic, measured in revenue per visitor. Then two or three tests a month from there.
We pick the page closest to the sale, rebuild it from the ground up around one angle and one promise, not marginal edits to the existing layout.
The rebuild runs against your current page on your own traffic. It only stays if it beats the control on revenue per visitor at real volume.
Two or three tests a month after the first win, each one built on what the last test proved rather than a fresh list of opinions.
Fewer opinions, more tested changes: nothing unproven touches your live traffic until it beats what you already have.