I can’t believe I didn’t write something like this first, but my good friends over at the Rimm-Kaufman Group recently wrote an article called 19 Tactics for Supressing Online Sales. It’s dead on, and a great read for online retailers.
I especially identify with the design by committee point. Recently, in fact, I was told to redesign the color scheme and navigation scheme of an award-winning site just so the boss would pay attention to the new design. True story.
In addition to the 19 rules proposed by Larry and Alan at the Rimm-Kaufman Group, I submit two more, just for fun.
Blindly follow your designer’s advice
Many designers today don’t consider analytics, usability and objectives. Hire a designer that doesn’t ask questions about your core business and designs intricate Flash animations with no content.
Don’t set objectives before you test or redesign
Don’t have a reason to redesign the page and don’t decide how you’ll measure success.
