INTERNET RETAILER, March 2009: A well-designed web site is more important than ever now that retail sales are slow, but few e-commerce managers are likely to get budget approval these days for a top-to-bottom site overhaul. The good news that came out of the Internet Retailer Web Design ’09 conference is that small tweaks can add up to big results—and have the advantage of not confusing customers.
“Constantly evolve through incremental changes, without changing too much at once to risk customer frustration or confusion,” said Rawlinson, vice president of web operations and new business at Neiman Marcus Direct, the direct-to-consumer arm of the department store chain. “Let the customer get used to changes to the site one at a time.”
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