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How Website Redesign Insurance Saved Four Years of Conversion Optimization | Brian Massey
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A website redesign can make or break your business. Without the right strategy, you could lose years of conversion optimization progress overnight. That’s where redesign insurance comes in—protecting your data, insights, and hard-earned improvements from getting wiped out in the process.
In this episode, Brian Massey shares how website redesign insurance saved four years of conversion optimization. He breaks down what redesign insurance is, how to keep data-driven improvements intact, and what every business should know before making big site changes. Brian also covers key insights on A/B testing, heatmaps, and the differences between real data and opinions when optimizing for conversions.
Brian Massey is the founder of Conversion Sciences LLC and author of Your Customer Creation Equation. With over a decade of experience helping businesses improve online performance, Brian has worked with hundreds of companies to turn traffic into customers. He’s a sought-after speaker at major conferences like IBM, Inbound, and Content Marketing World, and his insights have been featured in top publications like Search Engine Land and Marketing Land.
Timestamp:
00:00 Intro
00:26 Brian Massey’s Background
01:03 Defining Redesign Insurance
03:58 Example of Redesign Insurance
07:25 Key Advice Before a Redesign
11:26 Minimum Traffic Needed for Effective A/B Testing
12:23 Data Points to Consider in a Heatmap Report
15:10 Initial Requirements to Maximize A/B Tests
16:48 What the Best Clients Have in Common
18:03 Data vs. Opinion: Finding Real Insights
19:57 Final Lessons Before a Redesign
22:11 Connect with Brian Massey
Connect with Brian Massey to learn more about Conversion Optimization
🔗 LinkedIn: https://www.linkedin.com/in/bmassey/
🔗 Website: https://conversionsciences.com/
#conversionoptimization #conversionrateoptimization #redesigninsurance #conversions #cro
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