07 Jul '12, 9am

It's A Fatal Mistake To Copy Successful Web Sites

At a search engine marketing conference, several of us gave a session on website usability topics ranging from usability and SEO to site architecture and requirements gathering. Afterward, there was time for questions by the audience. Someone asked, “Why don’t we all just copy Amazon.com?” I replied, “Never, ever copy what Amazon does.” The audience responded with surprise, thinking I was not a fan of Amazon. Not true. The reason you don’t want to copy a successful site like Amazon is that their website requirements are not likely to be the same as your site requirements. Their users may have different characteristics than your site visitors. Their customers’ needs may be completely different. You don’t have the user, traffic analysis and usability testing data they’ve collected over the years that they use as a base for their user interface, information architecture and c...

Full article: http://searchengineland.com/its-a-fatal-mistake-to-copy-s...

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