Only redesign when you have a measurable goal or set of goals in mind. It helps if they're quantifiable, but they don't necessarily have to be. There are many

Only redesign when you have a measurable goal or set of goals in mind. It helps if they're quantifiable, but they don't necessarily have to be. There are many dangers in redesigning prior to establishing a goal (particularly with commercial sites) -- principal of which is never knowing when and if you've succeeded.