E-commerce: 10 Do’s and Don’ts for Next-gen Web Design

4. Don’t forget to link your logo to the domain homepage. For example, on its overstock pages, the Lands’ End logo doesn’t take shoppers back to the main Landsend.com homepage, which Messing said makes for an awkward experience.

5. Don’t overbuild your site. Think about what your customers really want, and if you want to extend or build on that experience, test it and provide scaffolding to help bridge customers to your new feature or technology.