We rebuild the page closest to your revenue, then run it against the page you have now on your own live traffic. The measure is revenue per visitor, not opinions.
Usually one product or landing page, chosen on where the money actually leaks rather than where an opinion says to start.
Built around the decision the buyer is making, not around a template. Nothing unproven takes your converting traffic until it beats the control.
Two or three tests a month after the first win, each one built on what the last test proved.
Fewer opinions, more tested changes: every claim on your store is settled by a live split test on your own traffic.