Gamma Waves implemented a series of A/B experiments with careful measures taken to ensure the statistical significance of the results achieved. From the get-go, a number of “quick wins” were addressed, causing an immediate and noticeable bump in CVR, AOV and other crucial metrics. When running conversion experimentation on such a granular level, it is easy to miss the forest for the trees and miss opportunities for larger improvements that may be harder to test. To avoid this danger, once the “experiment pipeline” was active, Gamma Waves began simultaneous work on more macro ideas, including a major redesign (which retained all the conversion learnings from the then-legacy theme) and other similarly large projects.