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 opinion.
Usually the product or landing page, because that is where the purchase is decided. One page, rebuilt properly, rather than a list of small opinions.
Both pages run at the same time on the same traffic, split between the rebuild and your current page. Up to five iterations until the result is clear.
Two or three tests a month after the first win, each one measured the same way, so changes keep compounding instead of stacking up untested.
Every figure we report was measured in an A/B test on the brand's own traffic, on the same dashboard you see.