Website relaunches fail.
Sometimes they are big, public ‘blow up in your face’ failures like M&S a couple of years ago. Often they are just a bit of a disappointment – waves of optimism petering out when they hit the shores of reality.
Be careful what you ask for, is always sound advice. And when you’re briefing an agency to create a new website or ecommerce store you need to be extremely careful.
The consequences, good and bad, of that briefing will stay with you for some time. The results of dodgy assumptions or the wrong focus can be costly to fix once you’ve discovered your expensive new site is a flop.
Ecommerce sites spend a lot of time trying to increase conversion rates, but sometimes attempts are made to do this that aren’t in the visitor’s best interest.
Some techniques, such as the ‘sneak into basket’ which once appeared on the Sports Direct website are now illegal.