Ryne Landers says, “A crack team of web analytics gurus build an innovative eCommerce website valued at $200K to sell salon furnishings. Instant success story, right?

Not so much.

Here’s an unpopular opinion with potential to increase your sales: Silence your designer.

This advice goes against every piece of content dedicated to eCommerce companies both startup and established, but it’s what increased the conversion rate of our in-house eCommerce site by over 900 percent. By focusing on what we were already doing–and unfocusing on the market and competitors– we debunked the myths often believed about optimizing your website for conversions.

Remember that $200,000 masterpiece of a website? It turned out to be a dud.

We spent our energy choosing wallpaper colors in custom-built salon renderings so that we could impress site visitors. We should have used those precious hours diving into who our customer is and what makes them complete a sale. We didn’t understand why our site wasn’t making more money, but we didn’t default to hurriedly increasing traffic“.

4 Simple eCommerce Mistakes Cost Us $200,000: Don’t Let Them Happen to You

Business.com

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