Whatever you do, if you can’t measure the financial impact of your actions, you’re likely to be one of the first to be cut when times are tough.
This is why it’s important to test as many things as possible. This way you eliminate the guesswork and have solid numbers to back up your hypotheses.
If you’re not doing that, it’s hard to prove that whatever you’re doing is providing any value.
PS. “24% improvement in checkout completion rate” is infinitely better than “we’ve improved the UX of the checkout process”.