The Risky Website Redesign Approach
Unfortunately, the creative process used by most agencies and marketing departments don’t consider risk mitigation.
To understand your risk exposure, think about the number of individual changes that are made during a redesign. Multiply that by the depth of change for each element. Imagine for a moment the laundry list of changes proposed during a creative meeting.
You’ll change the home page headline, imagery, site-wide template layout, navigation bar design, fonts, shopping cart or form layouts, and many more.
When do you discuss the risk of all these changes? Maybe some of those changes help conversions, and some probably hurt. How do you know which have positive or negative effect?