Web Site Creative, Part II: Three Lessons Learned From a Web Site Redesign

* Men don’t read! When Robinson and his team at J.C. Whitney added more text-based product information to site search results, they found that predominately male audience didn’t click on the category links listed as text, but rather skipped to the bottom of the page where specific product images related to the search were featured. Unfortunately, these product links often were too specific, and didn’t lead to a sale. Robinson’s team then redesigned the site once more so that site search category results were represented primarily by images, not text, which resulted in higher visitation to category pages and increased conversion.