One of his slides was:
The idea behind this is very simple:
Instead of doing a single web site redesign, which will, most likely, make marketers actually unhappy with the end result, which will also likely decrease conversions, despite the big cost of the project, you should much rather do incremental updates. Instead of a full redesign, pick a small item, test it, measure it, take a decision. Repeat this undefined. CRO should be permanent, not once a few years. Most web sites do it like this these days.
Quite an idea! And a photo at the conference:
Note: Also see the Yahoo! Group on which I present similar issues:IMRo. To join, email email@example.com and reply to the confirmation email.