I love the design from a pure aesthetic point of view but if you're going for commerce it's "test or die" because at the end of the day conversion metrics rule

I love the design from a pure aesthetic point of view but if you're going for commerce it's "test or die" because at the end of the day conversion metrics rule your business. I'd like to know how this new design contributed to their bottom line. Also, no offense to the very talented designer, but looking through his portfolio the current style follows a lot of his other work, hence not too much originality to distinguish it from his other clients.