We rebuild your highest leverage product or landing page and run it as a live split test against the page you have now. Revenue per visitor is the scoreboard.
Usually the product page, because that is where the money is decided. One page, rebuilt properly, with up to five iterations.
Your traffic splits between the new page and your current one. The result decides, not the loudest opinion in the room.
Two or three tests a month, each measured on your own traffic, so wins compound instead of resetting with every redesign.
Fewer opinions, more tested changes: every figure we report was measured in an A/B test on the brand's own traffic.