Testing your site templates is used to redesign your site using an evolutionary site redesign (ESR) approach where the site design evolves based on tested changes that improve business results, as opposed to a traditional abrupt site-redesign project.

If your goal is to generate ideas for conversion-optimization tests, I also recommend adding questions that aim for marketing insights, like these: Would you recommend our products or services to others? Why or why not? What do you consider to be our product’s or service’s main benefits? What product information were you not able to find?

testing alternative copy, imagery, calls to action, and layout, wherever you suspect a page can be made more effective.

You can keep spending the same amount of money, driving the same amount of traffic, and you’ll get more leads, sales, and revenue from a conversion-optimized website. Where else can you invest effort to get that kind of result?