Test, test, test! That's the mantra these days. Conversion Rate Optimization is the buzzword on everybody's lips (and tweets). So why are we telling you NOT to test? Well, we're not, we're just saying to be smart about it.

People often get a testing platform ready to roll and then start obsessing over just how intricate they can get with multi-variate tests...it's a walk before you crawl scenario. Start with the big picture: A/B tests of major page layouts, even MVTs on major design changes. Those things can yield MAJOR uplifts in conversions and they're the things you need to focus on before you worry about what color font you use in your H1 tag and the 0.0001% lift you get from it.

We're not saying small changes and new recipes from complex MVTs can't yield meaningful results, we're just saying to start with the big picture and work on the details later.