Does It Convert Better?

I do think that there's a certain point in checkout when it gets over optimized and feels kind of crazy. What metric are you actually optimizing for with conversion rate optimization? And then conversion rate optimization is the biggest misnomer, because average order value is in there. I can do a ton to get conversion rate better, but average order value drops. It could if you're discounting more than your AOV goes up in terms of percentages,. You're actually losing money and making less contribution dollars per order.