Robyn Benensohn

Sometimes, you have to tweak, edit, and optimize – maximize the conversions your existing website has. Other times, you have to think about burning the whole thing down and doing a website redesign. The thing is, it can be real pain understanding when to do an A/B test and when to do a much larger overhaul. And the stakes are high. If you try optimizing while you have a host of technology issues and structural problems, you’ll be plateauing instead of pushing the business forward. If you redesign a website that just requires tweaks, you can waste a lot of time, money, and energy before things get better. Thankfully, there are a few things you can observe to make sure you’re doing the right thing. Here’s how you know when you need a redesign versus when to do an A/B test.