Html5 The first and most important indicator that your website is in need of a rethink is metrics that are beginning to tank. There certainly could be other reasons for this symptom (such as your product not fitting the market), but once those are eliminated or mitigated, a constant downward trend in conversions, sales, engagement activities and general user participation indicates that the efficacy of your current design has worn off. Many people call it “creative fatigue,” but what this really indicates is a disconnect with your audience. The key to solving this in the redesign is to figure out where in the workflow the design is breaking down and then address those areas as top priorities.
Credits: HTML5 Design Principles by spaceninja