In our work helping retailers improve website conversion, we often recommend that sites with unusual or atypical layouts adopt more conventional design. "Be unique in your merchandising and value proposition," we say, "not on where (for example) you put your site search box and your add-to-cart button. Testing and usability labs show that conversion suffers when users can't find site elements where they expect them to be." We've written before how folks don't see things outside their zone of expectations, and here's another fun video on the same theme. Watch carefully. How many passes does the team in white make? Interested in making your website more effective? Give us a call.
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