What it is: The process of consistently A/B testing your website to optimize for increased conversions.

Why it matters: A test could lift your conversion rate once, but testing regularly can help you continue to improve your KPIs in the future.

The bonus: By consistently making minor changes to your site, your visitors are less likely to become bored by seeing the same content over and over. Repeated testing can help to increase users' interest, engagement, and potentially, your revenue.