CXL - Conversion rate up but revenue not?

Too many A/B testers are flying blind. Conversion rates go up. And then...nothing. Revenue stays exactly the same.

Why? They fixate on surface KPIs like conversion rates or AOV, while completely misreading how those changes hit actual revenue.

Revenue metrics aren’t always straightforward. They're messy, full of variance, and no testing tool handles them the same way. Taxes, shipping fees, currency differences - each tool reports differently. If you’re not laser-focused on how revenue’s tracked, you’re making decisions based on flawed data.

In today’s CXL Feed, Carlos unpacks how to track, evaluate, and properly interpret revenue during experiments. So your “wins” actually drive profit, not vanity numbers.

Stop leaving money on the table. 

Watch the video below.

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