Thursday Apr 03, 2025

How Website Redesign Insurance Saved Four Years of Conversion Optimization | Brian Massey

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