There is a right way to make changes on a e-commerce site to increase sales and strengthen the brand, although few are doing it right. E-merchants guess what changes customers want, implement them and hope they have made the right changes. Instead, they should let visitors contribute to decisions about changes and to test whether the changes produce the desired results when they are implemented.

E-merchant X is a bit dissatisfied with his e-commerce site. He does not think it builds the company’s brand and he hopes that visitors will buy more. He does not really know who visits the site, why they are visiting and if they are leaving the e-commerce site happy, but he knows he is not satisfied with his sales.

He raises the issue with the advertising agency. They agree with the problems and start to talk about the customer experience. They say they like to ”spice up” the e-commerce site with a new design that captures the visitor, reinforces the brand and attracts visitors to buy. Continue reading