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That happens more often than people think. A design that looks better doesn’t always convert better because aesthetics and user behavior aren’t the same thing. Sometimes a redesign removes familiar elements, changes the information hierarchy, or hides key trust signals that were helping conversions before. That’s why many teams rely on testing and a website conversion audit before or after major changes. Instead of treating redesigns like a big gamble, it’s usually better to test smaller elements—headlines, forms, CTAs, layout—through controlled experiments. Often the old design was accidentally doing something right that the new one removed.