How to be a client: These guys do it, so should we
You'll no doubt be tempted to look at your competitors when you commission a new site or make updates to an existing one. You're right to check them out. However, don't just try and grab what they have because it's there.
We're just finishing up reviewing your site traffic analytics
data because we've been testing some new features that we thought
would be a good addition to your site but unfortunately they didn't
really make any improvement to conversions so we're going to remove
Seems fair enough right? Trying something out that unfortunately
doesn't work as well as anticipated so it's going to be removed
from your site shortly.
This is commonplace across a huge number of sites from small
shops to huge e-commerce companies. Testing, testing, testing!
Always trying to squeeze more out of a site through sensible
feature development (or removal!).
They've got it, so should we...
You've just seen something on a competitors site. They're a big
player in your industry, that thing on their site isn't on
It absolutely must be on your site too. Why would they have it
if it wasn't a good idea?
Not on your life. Before you speak to your web designers and
tell them you've just seen this "amazing" feature and obviously it
should be something they should roll out asap, take a minute to
consider the picture at the start of the article.
You're not privvy to what your competitors are doing internally.
You're just seeing the store front. In much the same way as a shop
might look clean and shiny but the books show it's about to go out
of business. You just don't know.
You could be about to spend a fortune developing a feature
because you've seen it elsewhere that you don't know is about to be
removed because it doesn't work!
Always be aware of competition but design for YOUR users
It may sound like the most obvious advice in the world but you'd
be amazed how many companies want to copy features and
functionality of their competitors (or worse, big sites like Google
or Amazon) just because they feel it wouldn't be there if it didn't
By knowing your own users and designing a site that helps them
achieve what you want them to, you'll always provide an efficient
user experience and keep design and development costs down.
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