Most agencies will sell you a 'redesign' because it looks aesthetically dated. But nothing improves – you just spend 100,000 CZK to make the site look different. I do it the other way around: data first, then design.
Using heatmaps, session recordings and analytics I find out where users drop off, what they ignore and why they don't scroll. Then I make only the changes that measurably lift conversions – not the ones that look nice in a designer's portfolio.
Ongoing CRO (retainer from 12,000 CZK/month) means optimization doesn't end at launch. Every month I test 3–5 hypotheses, run A/B tests, measure results. Statistical significance, not gut feeling.