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This article was originally published on e-commerce blog The Good .
LEADING THE WEBSITE redesign of a brand e-commerce site can be like walking in front of a packed golf driving range . With various stakeholders trying to drive the redesign to meet their needs or carve out real-estate for their initiatives it can feel like taking fire .
But don ’ t let the wants and desires of others replace those of your online customers who pay the brand ’ s bills . Instead , work with these stakeholders ’ ideas , but use customer research and data to keep the focus of the site on the customers ’ goals and away from internal interests .
Step out of the box Every website is unique . While there are no doubt UI and UX conventions that should be adhered to in order to help guide visitors through your site , there is no formula out there that can spit out the perfect website .
Ignore the latest Top Ten list of web design trends that promise to turn your site into a conversion factory . As an e-commerce manager your path to success is through blocking out external noise while researching your
“ Enormous amounts of food are bein globally – at least 1.3 billion tonnes e
customer . Before you even think about wireframes , it is critical to do your research in identifying :
• What customer profile segments make up the majority of your current traffic ?
• What pain points exist for new customers trying to learn about and purchase your product ?
14 May 2015