Redesigns that ship conversions, not mood boards.
A CRO-first redesign framework: audit, hypothesis, design, test. I rebuild the pages that matter, wire the analytics, and prove the lift.
Who this is for
SaaS or e-commerce operator with steady traffic and flat conversion — heatmaps show confusion, but there is no internal design engineering bandwidth to ship and test a fix.
The pain today
- Redesigns that look modern but tank conversion
- Stakeholders asking for opinions instead of data
- Heatmaps and recordings pointing at problems nobody has time to fix
- No reliable way to ship and test a variant against the current page
- Reporting that cannot separate design impact from traffic mix
The outcome you get
- Primary-CTA click-through lifted 25–60% within 90 days
- Analytics that proves the delta — GA4 + Plausible side by side
- A staging environment and split-test wiring that survives the project
- Design system small enough to maintain, big enough to scale new pages
- Full handover — Figma, code, analytics, docs — on day one after launch
Why most redesigns lose conversions
A redesign that changes everything at once is a redesign you cannot measure. The team feels proud, the board feels modernized, and three months later nobody can say whether the new site helped or hurt. My answer is to separate the work into layers. Brand and visual refresh on one track. Structural conversion changes on another. I rebuild the pages that drive 80% of revenue first — pricing, top organic entry points, signup — with a clear before-and-after hypothesis for each. Everything else follows the same pattern once the first lift is proven. You keep what works, and the business trusts the process.
The CRO-first redesign framework
Four stages, always in this order. Audit: heuristics review, heatmap review, funnel analysis in GA4, quick user interviews with 3–5 recent buyers. Hypothesis: one primary change per page, written as a falsifiable statement with expected lift. Design: wireframe, copy, visual, staging build. Test: split test against the current page for a defined sample size, then roll out the winner. I document every hypothesis in a living doc so future redesigns can reference what worked and what didn't. The framework came out of Cuez and GigEasy — two teams where I had to prove a change moved a number, not just felt better.
Heuristics I run before touching Figma
Before any design work I check the page against ten standard heuristics: value proposition clarity, primary CTA visibility, form friction, proof strength, pricing transparency, objection handling, page speed (LCP), mobile thumb-zone behavior, accessibility blockers, and analytics completeness. Each gets scored 1–5 with a recommended fix. This produces a prioritized list I can execute in weeks, not months. Most projects find 3–4 items that, when fixed, explain most of the lift. The rest is polish. Skipping this step is how teams end up with a beautiful page that performs worse than the old one.
Staging + split-test wiring with GA4 + Plausible
Every redesign I ship includes a staging environment mirrored to production, and a split-test slot built into the main page template so future experiments don't need another engineer. I use GA4 for event-level analysis (CTA clicks, form starts, form completions) and Plausible for clean, cookie-light traffic truth. Both talk to a simple dashboard your team can read. The framework supports either a 50/50 split on the full page or component-level swaps (hero only, pricing only). Results are written up with confidence intervals so the next decision is made on signal, not on vibes.
Case studies: LAK and Cuez
LAK Embalagens: B2B manufacturer site rebuilt around one buyer path (product → proof → quote). Bounce rate dropped 45% and Search Console impressions tripled. Cuez: the redesign wasn't just visual — it was an API speedup from 3 seconds to 300ms that unblocked the signup flow. When LCP drops 10x, conversion on downstream steps moves on its own. Infrastructure cost also dropped about 40%. Both projects came from the same instinct: fix the thing that's actually blocking conversion, measure the delta honestly, and don't ship changes you cannot explain to the board.
Timeline, pricing, warranty
A CRO redesign project fits the Websites Redesign tier, starting at $4,000 fixed-price for a single-page rebuild and scaling up for multi-page redesigns with integrations. Typical timeline is 3–5 weeks from audit to first live variant, then an additional 4–6 weeks of split testing and iteration if you want me to stay through the measurement phase. Every build ships with the 14-day money-back guarantee and 1-year bug warranty. Work Made for Hire, so the code, Figma, and docs are yours. No retainer lock-in. No surprise change orders.
Recent proof
A comparable engagement, delivered and documented.
Turned a B2B manufacturer into a digital showroom
Designed and developed a high-performance institutional website to showcase packaging solutions and generate qualified leads.
Frequently asked questions
The questions prospects ask before they book.
- How much lift should I expect?
- Typical range is 25–60% on primary CTA click-through within 90 days of launch, assuming you have enough traffic to measure (>1,000 monthly visitors to the target page). The exact number depends on how broken the current page is. I share a target range after the audit, not before.
- Do you redesign the whole site or just high-traffic pages?
- Both are options. I usually recommend starting with the 3–5 pages that drive 80% of revenue and leaving the rest for later. Fewer changes at once means clearer measurement and lower risk. A full-site redesign is still on the menu if brand alignment forces it.
- Will this break my SEO?
- No, not if it's done right. I preserve URLs wherever possible, map old structured data to new pages, update the sitemap, and keep canonical tags consistent. If URL structure has to change, I ship 301 redirects on launch day and monitor Search Console for the following 4 weeks.
- What does the 14-day money-back actually cover?
- If within the first two weeks of the engagement you decide the fit isn't right — scope, communication, output quality — you get a full refund. After two weeks we're in execution and the guarantee shifts to the 1-year bug warranty on the shipped code.
- Do I need to hire a separate CRO consultant on top of you?
- No. This service covers strategy, design, build, analytics wiring, and the first round of split tests. If you later want a pure CRO specialist for ongoing experimentation, the handover is clean because everything is documented and the split-test infrastructure is already in place.
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