Store design: should the homepage change

Four numbers: traffic, conversion, basket, repeat. Fix whichever fell hardest, one at a time.

Task: The store homepage feels ugly and a rebuild is tempting.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - traffic share of the homepage
   - main entry points
   - conversion data
   - rebuild cost
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- check the homepage's share of sales before touching it
- name the metric the redesign must move
- a small step: change the first screen only
- expect volatility during the change

[Process]
1. Locate the failing stage with data
2. Change one variable affecting it
3. Set the test period and criterion
4. Check the margin impact
5. Say which categories this does not apply to

[Output]
Diagnosis, one change, criterion, margin impact.

[Do not]
- Never change price and image together
- 'Improve experience' is not an action
- Never ignore return rate
- Platform rules are not suggestions