We had run split tests on different web elements in the past so we had a good idea of what does and doesn’t work in driving visitors and conversions. But overhauling the entire look was a major undertaking. We needed a clear strategy and plan before we jumped into the design process.

We considered these 4 factors in establishing a strategy:

1. Determine Goal
   What is the purpose of the redesign and what are the measurable outcome(s)?
2. Define Brand
   What is the message and unique value proposition?
3. Define Buyer and Design Persona
   Who is the defined target audience? How do you want them to perceive you?
4. Analyze Competition
   Who are the top-ranked competitors and how do we distinguish ourselves?