This is a great article to demonstrate that testing automatically doesn't guarantee boost in conversions. On the homepage, you optimized for conversions to sig

This is a great article to demonstrate that testing automatically doesn't guarantee boost in conversions. On the homepage, you optimized for conversions to signup page, so you got that! If on signup page, you optimize for signups, you will get that (hopefully). The only thing testing does is to substitute blind flying with a set of gauges. The act of coming up with test objectives and good variations is much more vital for increasing sales and conversions.