I agree; shot in the dark big changes can be very useful to give you a starting point to optimize from. I wouldn't say they are more likely to give you a conver

I agree; shot in the dark big changes can be very useful to give you a starting point to optimize from. I wouldn't say they are more likely to give you a conversion boost, though. Why would that be the case? Let's say I design my product and page. It's well thought out and I put some time into it, and the UX isn't bad. Why would changing that drastically be more likely to give me a boost than small changes? Now, the shift might be larger with big changes, that I'd agree with. With a small change you're talking about small increases leading to an aggregate large increase. Then again, if you're established, you're also not risking your customer base. I'd agree that you can go with this as a concept at the start, I just think, as it appears you do, that after you've established a good base you need to go more controlled from there.