Conclusion If the visitor can’t rely on their previous experience, they’re not thinking about how innovative your site is. They’re just left wondering why things aren’t where it’s “supposed to be.” Not the best frame of mind if you want them to buy stuff. Bonus: 7 Things To Do When Planning A Simpler Site. 1. Research your audience and the sites they visit the most. Look for case studies on design changes from said sites & how those resulted in improvement is key areas. 2. Create a mashup of all those “working” components for your own site. 3. Obey the rules of cognitive fluency when you lay out your design. Put things where your visitors have grown accustomed to finding them. 4. Rely on your own colors, logo, and typeface to communicate clearly and subtly. Don’t add copy and/or images unless it communicates something your visitor actually cares about. 5. Keep it as simple as possible — one large image vs a bunch of little ones, one column, instead of three — utilize as much white space as possible. 6. Double check to make sure your site fits the public expectation in pricing, aesthetics, speed, etc. 7. Remember that “prototypical” doesn’t mean that every aspect of your site should fit that mold. Don’t think of your site as some unique snowflake piece of art. Instead make it a composite of all the best stuff. Your visitors will love you for it.