1. Health check 3. Test Categorisation/Prioritisation - Since we cannot test every hypothesis, we prioritise the results based on ease of implementation and importance of the page (how many views it gets/place in the funnel). 4. A/B Testing - We take everything we have learned and create data-backed hypothesis that we test against a control (the current site) for a minimum of one business cycle (typically 3-4 weeks, depending on the amount of traffic and statistical significance we are looking to achieve).