In my experience, if you are seeing huge effects like 60% difference in conversion, etc, you probably did something wrong (i.e. too small sample, didn&#x27;t wait long enough, etc) - I&#x27;ve never seen something this large by simply moving things around, changing colors, changing messages, etc.<p>Also, in general, the more drastic the changes are, the more of an effect you <i></i>could<i></i> have (up to some percentage). I.e. a small change would be changing a message or color, dont expect conversion to change by much. A large change would be changing from a flash site to an html one with a full redesign that loads twice as fast...