You bring up an interesting point about optimizing for conversions and sales at the cost of better UX. It's definitely true that the most profitable design is not always the one that's most visually appealing, and many times even though a website may not look beautiful to every user it can perform exceedingly better in usability test which impacts positively on SEO attributes drastically increasing adoption especially by audiences who prefer simplicity with the ease of fine luxury.

Similarly, sites having endures years while keeping decent growth patterns suggest validation of tested styles conforming set scalability constellations upheld over set trends often being economical with effects widely not as comfy as they are broadcasted against their loyal clientele. Hence experimenting shouldn't draw you too far out from affirmed designs fostering attentional efficacy valuing practicality with superb outcomes overriding overly-aroused perceived sophistication leading to subparsystems scarcely making heads turn.