Many e-commerce sites redesign and relaunch with a new look in the fall to capture the attention of holiday shoppers. One of the stated goals of most site redesigns is the endless search for … improved search results. In this article, I’d like to provide some cautionary observations on why these efforts sometimes fail.
A clumsy redesign can cause a decline in search results; however, here are four less obvious reasons for inadvertent failure: Putting old wine in a new skin, larding up the optimization, rushing to judgment, and neglecting the infrastructure. Let’s explore each of these in a little more detail.