This chapter explains the concept of optimization and ways to reach global maximum. In optimization, the term for the nearby, uphill peak is the local maximum, whereas the distant, largest peak is the global maximum. While refinement can lead to a solution better than what is already present, it is recommended to explore multiple alternatives that might not resemble the current site first. The truth is that exploration and refinement are complementary techniques, and most effective, when used in tandem. Often the process of using hypothesis testing for refinement produces key insights that can deeply inform the redesign. This chapter with the help of live examples shows the techniques to use A/B testing to optimize and earn maximum profits.