[FWIW, I'm a partner in a marketing/dev services firm and we do lots of this re-design work. When a client asks us to use existing content and just re-paint/or

[FWIW, I'm a partner in a marketing/dev services firm and we do lots of this re-design work. When a client asks us to use existing content and just re-paint/organize it, we very clearly call it out as a "re-flow" so that no one expects miracles...] There is a huge difference between re-flowing content (as ASB seems to have done) and re-designing/structuring a page (something we're working on with a client right now). If you 're-design' a page and metrics don't change, you know you re-flowed and that's sometimes exactly what you're trying to accomplish (re-branding; increasing existing customer trust/happiness). That said, we see lots of people on the marketing, dev and design sides of businesses who, like ASB, don't seem to grok that design is about communication and not about colors and shapes. This often leads to re-design that doesn't communicate anything different or differently. Increasing/optimizing conversion rate is rarely about the layout of content; its usually about the content itself, the motivations produced by the content, the avenues provided to users to engage with their new motivation and the flow/paint. Those who say otherwise are believe in green-button-FTW or think users can be tricked into clicking. Edit: restructured, expanded.