I see a lot of arbitrary changes in this video. I'm not saying all of them were, but I don't see the point in making your web team add 5 pixels here or there, o

I see a lot of arbitrary changes in this video. I'm not saying all of them were, but I don't see the point in making your web team add 5 pixels here or there, or switch out "us" for "it". I didn't perceive their strategy as "experimental" but as "erratic". Even if A/B testing showed slight gains or falls, I would prescribe those changes to random chance over the value added/lost. Unless there's a possibility of measurable effects, go with your gut.