E-commerce is constantly changing, with new social networking technologies emerging and increasing broadband access making rich media more indispensable. When it comes to redesigning their sites, merchants are often caught between both worlds: It's essential not to forsake established best practices, but experimentation is vital to future success. We'll review how one merchant succeeded in doing both — from the problems they sought to solve going into the redesign, to the best practices that formed the new look, and the pros and cons behind adopting new features. You'll see concrete examples of how the resulting
redesign drove increased sales and loyalty — striking the perfect balance.