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

* Don’t assume you know what the customer wants. Robinson and his team assumed that shoppers coming from search engines would want to be delivered to specific specialty shops within J.C. Whitney’s site based on their search terms. However, this didn’t result in higher conversion rates. When he allowed J.C. Whitney’s shoppers to select the specialty shop on their own from another page, conversion increased.