Test or Freeze? How Smart Brands Win BFCM Without Breaking the Funnel

Code freeze feels safe, but it can cost you more than it saves. In this episode, Kayle Larkin sits down with Mia Umanos (Clickvoyant) and Kristina Toth (Hannaford Supermarkets) to unpack how brands should really approach testing during BFCM.

Learn what’s safe to experiment with, why behavioral signals are the real gold of Q4, and how to balance revenue protection with actionable insights. Whether you’re bracing for your first high-traffic season or refining a mature CRO program—this one’s for you.

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.

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And if you’re new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

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Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss — what it is and how it impacts marketers

How to double conversion rate in 100 days with Ben Zettler