The most successful (and profitable) businesses worldwide are managed like scientific experiments. You establish your control metrics (booking rate, close rate, cash-per-call, cost-per-call, lifetime value, refund rate, etc.) and then systematically test various variables against them (low-ticket funnel vs. call funnel, new offers, price adjustments, fresh sales funnels, etc.) to determine the most effective approach. If some of these terms are unfamiliar to you, it might be an indication that you're facing challenges.