Button color tests. Headline variations. CTA tweaks. Most A/B testing programs get stuck in the tactical weeds while the big opportunities go untested.

This talk is a challenge: stop testing small. Let's talk about what it means to test bigger. Business model experiments. Pricing strategies. Fundamental UX changes. Tests that move the needle by percentages, not decimal points.

I'll share how to spot high-impact test opportunities, how to get buy-in for experiments that feel risky, and the statistical thinking you need when you're testing big changes instead of button colors.

Video from similar session: https://www.youtube.com/watch?v=xrFaLUOmgPM (34 min, A/B testing @ Meet Magento Germany 2015)

20-25 minutes. Suitable for CRO specialists, product managers, and e-commerce leaders. Assumes basic familiarity with A/B testing concepts.