You’re tired of your website and ready to do another makeover. This time it’s going to be a major overhaul. Well, before you do that, you might want to think twice.
Although you might be bored with your website, if it’s working — that means conversions and sales — you could be making a huge mistake by making radical changes.
Tweaks and modifications to increase sales are a good thing. You should always be improving and trying to squeeze a few more dollars out of your sales. But the reality is that your customers expect a consistent experience time after time. Isn’t that the reason you give your repeat business to companies?
Here’s some proof. Useability News completed a study that assessed web objects common to most e-commerce websites. The objects examined were: 1) shopping cart button 2) login/register button, 3) help/service button, 4) account/order status button, 5) internal search engine, 6) “back to homepage” link and 7) grouping of links that go to individual merchandise items. Although this study was a few years ago, the data is consistent today.
The bottom line of the study is to be predictable. Your customers expect it.