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Redesigns are one of the worst things you can do. Just because your new design looks better and loads faster it doesn’t mean it will convert better.
When adjusting your design you should always keep conversion rate optimization in mind.
In which you should adjust the design and particular messaging on a page and then run an A/B test to see if it improves your conversions and sales or hurts it.
You can use tools like Crazy Egg to run A/B tests and even modify your design using their WYSIWYG editor.
As you do this throughout your whole site you will have a final version that converts well.
From there you can roll it out page by page or section by section.
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