You're right. We do some A/B testing when we're running promotions (test headlines, CTAs, etc.) but that's about it. There is a lot that goes into correctly running split tests on the website and interpreting those results. We decided that once something is working good enough we'd focus on other areas of the business. However, now that the team is larger and we have resources to dedicate to testing and optimizing we will likely start doing this by the end of the year.

Like you said, moving buttons and changing colors is really just a waste of time. You have to spend the time to do the analytics research, get customer feedback, etc. to first understand the problem so you can come up with a solution. Changing the color of a button doesn't solve a problem. Rather than wasting resources on doing conversion optimization the wrong way, we've decided to hold off until we can do it the right way.