Is this the complete picture, though?

[fomayof928@mowline]

Let's continue something like this until the end of the year. During this example year, we see 3 months with winning tests, and of course we only roll out those that come with progress:



By the end of this year, although more tests have argentina number data than succeeded, you have proven some serious value to this small business, and have significantly increased monthly revenue, with annual revenue for the year exceeding £1.1m (from a starting point of £900k):



What happens when we factor in the impact on organic search performance of the changes we’re rolling out? Okay, let’s look at the same example financials with a few more lines showing the SEO impact. That first positive CRO test? Negative for search performance:



If you weren’t testing the impact of SEO, and were only focusing on improving conversions, you would have eliminated it. Continuing on, we see that the next (null) conversion rate test should have been run because it was a win for search performance: