Many thanks to MECLABS and MarketingSherpa for their help in this journey. I could not have done this without them. They also did an amazing job making this information so beautiful and accessible.
Note: MECLABS no longer has this information on their site. I have updated the link to a direct download below.
The 5-part framework to my testing & optimization journey
These learnings truly cary over to any other industry you want to optimize, as I am now optimizing in a completely different space and still seeing the gains.