Why most redesigns fail, and what to do instead

Most teams treat this as a taste question. It is really a decision-making question: what does the visitor need to believe before they act, and what is in their way?

Start with the decision

Write down the single action you want. Then list every element on the page that does not help someone take it. Cut half of them.

Test the boring defaults

Spacing, button labels and form length move numbers more than headline cleverness. Change one thing at a time and keep the notes.