I'm eager to learn about conversions, and the best way to do it (I believe) is thru learning from others who have done it successfully.
I disagree. The best way to do it is just to get started doing testing, or hire a competent CRO firm to do it for you.
Your customers are not the same as your competitor's customers, or the customers of some case studies you've seen. Your results might vary (greatly).
The best case studies and tests which result in the greatest gain in the lifetime value of the customer are based on principles which improve the customer experience and allow you to connect and communicate with. Tactics might work in the short term, but over the longer term a strategic approach is best.