Run an Audit Before You Redesign

Redesign projects underperform when teams optimize aesthetics before understanding where users and revenue are currently leaking.

Diagnose by identifying top exit points, low-converting journeys, and content sections that generate the highest support or sales objections.

Apply a three-step audit: capture baseline funnel metrics, gather qualitative evidence from users and sales calls, and rank issues by business impact.

The typical failure mode is collecting findings without prioritization; mitigate this by forcing every finding into now, next, or later decision buckets.

Target a shortlist of five high-impact fixes tied to a conversion or retention metric, and publish the audit priorities in this week's planning review.