Crossing the E-Commerce Pond: Understanding U.S. Customers

5. Be helpful. Consumers are creatures of habit and may struggle to navigate a new site if the layout and functionality isn't familiar. If customer feedback indicates that users are struggling, deploy navigational signposts to help them find the products and services they're looking for. For example, Farfetch ensures that its filters are market specific and offer its U.S. and U.K. customers a chance to search for the right size according to the metrics they're used to.