Ideally, conversion rate optimization would be involved in the initial planning stages! Collecting user data and feedback and assessing a site’s conversion potential before a redesign gives you a solid grasp on how well your current site is working for your target audience and where it could be improved. This information can have a significant impact on the new site’s design, architecture, and technical functions, because the redesigned site will be optimized for conversions and revenue. If you are already past this point in the redesign process, all is not lost. Usability tests a on new concept or site can confirm the new version’s potential impact on performance within a contained experimental environment. This helps you avoid unexpected negative impacts from a new design and mitigate potential losses.