You may not always have the ability to properly make those measurements... it takes me a week before I can gather enough data to even weakly show the effects of a change, and I run a top 100,000 site.
Also it is much more difficult to measure long term impact. For example, I made a change a couple years ago that quadrupled conversion rates, but irreversibly dampened growth. By the time it was evident that it was -that- change, it was too late to recover.
This stuff is easy to talk about in theory, but real life ain't ceteris paribus.
Also it is much more difficult to measure long term impact. For example, I made a change a couple years ago that quadrupled conversion rates, but irreversibly dampened growth. By the time it was evident that it was -that- change, it was too late to recover.
This stuff is easy to talk about in theory, but real life ain't ceteris paribus.