When it comes to website optimization, intuition is often wrong, which is why documenting the success and failures of your a/b tests is important.

Managing your tests privately is like hoarding your favorite books. Don't do that. Instead, lend them out and your team can set better defaults for design and copy as they learn what works and what doesn't. It will also get you and your team thinking about the actual goals of the website, the micro (newsletter signups) and macro goals (produce purchases) of each page, and how they do - or do not - align with your business objectives.