Do you get a lot of traffic?  Are you taking advantage of it by running more radical tests?

There is a truism in conversion testing- the more radical your tests, the more you stand to gain.  Testing radically means testing widely varying options, and exceedingly different ideas.  Think about testing colors for a moment as color testing is an easy to understand example that most people grasp quickly.  The conservative approach might be to test 5 differing shades of blue, whereas the radical approach would be to test blue against red yellow and black!

Small changes to your site often mean small incremental changes in performance.  This is fine, but if you have a ton of traffic you have a competitive advantage, in that is is easier to test HUGE changes.  So don’t squander this opportunity.

Why a lot of traffic gives you a distinct advantage at being radical:

With a lot of traffic you can learn and fail fast, sometimes very fast.  Furthermore- you can protect your existing revenue by testing with just a percentage of your total traffic- a real advantage that makes failures much more palatable.