# Big-Swing vs. Incremental: Our Ecommerce CRO Testing Framework

Page: https://stenobird.com/podcast/marketing-operators-6861665/big-swing-vs-incremental-our-ecommerce-cro-testing-framework
Text version: https://stenobird.com/podcast/marketing-operators-6861665/big-swing-vs-incremental-our-ecommerce-cro-testing-framework.md
Podcast: [Marketing Operators](https://stenobird.com/podcast/marketing-operators-6861665)
Published: 2026-07-07T13:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/marketing-operators/episodes/Big-Swing-vs--Incremental-Our-Ecommerce-CRO-Testing-Framework-e3lk7b2
Audio file: https://anchor.fm/s/f23bffe0/podcast/play/122346274/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-6-3%2F427302059-44100-2-cb4fa9a8840e7.mp3
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JSON: https://stenobird.com/v1/public/podcasts/marketing-operators-6861665/episodes/big-swing-vs-incremental-our-ecommerce-cro-testing-framework
Duration seconds: 3687

## Resource

“All bad tests turn good and all good tests turn bad.” How do you run ecommerce A/B testing faster without sacrificing statistical confidence? Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) debate when to burn the current site down and rebuild versus grinding out incremental wins one test at a time. The answer depends on what you can afford to get wrong. They cover Ridge’s live theme rebuild, HexClad’s 27% RPU lift from a single collection-page interstitial in Japan, and the case for running four variants instead of two. Cody also breaks down the qualitative research stack that helped Jones Road Beauty string together six consecutive winning tests. Powered By Motion Creative Benchmarks 2026 https://motionapp.com/thumbstop-pulse/creative-benchmarks-2026?utm_campaign=marketing-operators&utm_medium=sponsor&utm_content=creative-benchmarks-2026&utm_source=marketing-operators-podcast Haus https://www.haus.io/operators Richpanel https://9ops.co/richpanel Aftersell https://9ops.co/aftersell-mops Operators Newsletter https://9operators.com/

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## Transcript

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