In November 2013, sports apparel site Finishline.com launched a complete redesign of its online store. But within a few weeks they had lost $3 million in sales. How did things go so wrong? What specific mistakes were made?

Brian Massey, founder of Conversion Sciences, will discuss the perils of doing a website redesign and how to end up with a site that performs better in the end. We’ll explore case studies of redesigns that have soared and those who have crashed. You’ll leave with practical advice on how to assess your existing site to decide if a redesign is even needed. And we’ll also find out how Finishline managed to save their online business.

You’ll Learn:

• When to redesign and when to optimize your website
• Why the “Going All In” style of redesign is like gambling
• Five ways to redesign using research and testing