Deciding whether to optimise your current website or redesign it entirely can be tricky. CRO focuses on improving performance and conversions on your existing site, while a redesign addresses outdated design, structure, or technical limitations.
Key Takeaways:
- CRO improves the effectiveness of your current website without a full redesign.
- A website redesign is needed when your site is outdated, slow, or technically limiting.
- Sometimes the best results come from one, or a combination of CRO and redesign.
- The right approach depends on your website’s current performance, goals, and resources.
If your website isn’t converting visitors into leads or sales, it’s easy to assume the solution is a complete redesign. But the right approach isn’t always obvious. Sometimes small, targeted changes can significantly improve performance, other times, a full website redesign is
the better solution.
Understanding whether your business needs Conversion Rate Optimisation (CRO) or a full redesign can save time, money, and frustration.
What Is the Difference Between CRO and a Website Redesign?
- Conversion Rate Optimisation (CRO)
focuses on making your current website work harder. – link to what is CRO blog It’s about analysing user behaviour, identifying barriers, and making improvements that help more visitors complete desired actions. At its core, CRO is about getting more out of your existing website traffic. Rather than spending more on advertising or content marketing, you make your website work harder by helping visitors take the actions you want them to
- Website Redesign
involves redesigning or overhauling your site—its design, structure, and sometimes functionality. A redesign is usually needed if the site is outdated, slow, or technically limiting.
In short: CRO improves an existing website’s performance, while a redesign creates a fresh foundation for growth.
Signs You Might Just Need CRO
You might not need a full redesign if:
- Your site is modern and functional, but visitors aren’t converting
- Analytics show high traffic but low engagement or conversions
- Minor adjustments, such as clearer calls-to-action or simplified forms, could make a big impact
- Your branding and messaging are still relevant
CRO can often deliver measurable improvements without the cost and disruption of a full redesign.
Signs You Might Need a Complete Website Redesign
A full redesign may be the right choice if:
- Your website is outdated or not mobile-friendly
- The design or structure limits usability and conversion potential
- Technical issues (slow loading times, security problems) are holding you back
- Branding, messaging, or overall user experience no longer reflect your business
A redesign can provide a modern, user-friendly foundation that’s easier to optimise and more appealing to your audience.
Combining CRO with a Redesign
Sometimes the best approach is both. A redesign creates a solid, attractive base, and CRO ensures your new website is optimised for maximum performance. This combination:
- Eliminates conversion barriers from the ground up
- Improves user experience and satisfaction
- Supports marketing campaigns more effectively
- Maximises ROI by turning more visitors into customers
Making the Right Choice
The decision between CRO and a full redesign depends on your website’s current performance, your goals, and the resources you have available. At Website Success, we analyse your website data, review user behaviour, and provide recommendations that balance cost, impact, and long-term growth.
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