When Design Best Practices Become Performance Worst Practices

Your design team has come up with a gorgeous prototype for the next iteration of your home page. It conforms to known design and usability best practices, and your testers loved it in the lab. You push the design to your live site and the results are … well, a little disappointing. Not terrible, but your conversion rate hasn’t made the leap you expected. Why? You’ve done everything by the book, bu