What are some of the surprising wins, some of the surprising tests of either changes to remove roadblocks or changes that have optimized conversion? What, what, what are some, what are some surprising wins that you could share with the audience?

Yeah.

So there, there's, there's a number of things that once you hear them sound very logical to you, um, but for example, if you present too many options to someone who's focused on speed, and if you show the slowest option first versus the fastest option first to someone who you've already identified as focused on speed, that conversion's gonna go down.

So th- even the order, the number of shipping blocks, meaning how many options you offer, the pricing obviously matters, but also which order you put them in matters.

So these are all things we have to test.

Now, what, what's so much fun about this business is obviously, if we can have one ideal checkout, you know, Shopify says they have the best checkout on the planet, and as a generic checkout, if you do no personalization, they deliver a fast checkout because processing time is fast.

Everything it does behaves quickly.

So, so what have you seen, what are some ways we can lift AOV's without negatively impacting conversion rate?