 The company would then identify the page which had the best combination of changes in terms of some key business metric (such as conversion), analyzing the results to understand which changes were most instrumental in affecting the high conversion rate, and applying those learnings to future pages and future tests (conversion optimization).The advantage of this approach is that in the long run, it tends to be more successful in delivering business results, because each step is measured and adjusted for.In addition, it tends to favor smaller (less risky, less expensive) steps rather than larger (more risky, more expensive) initiatives before getting the payback.