The GROK Some of you know that the Grokdotcom newsletter is one of my favorites and filled with great info on converting more of your hard earned traffic into sales. Here’s a snippet from today’s:

“You’ll recall Tamara Adlin from my last issue– she who was concerned that you let your customers pee when they desperately wanted to. She was also worried you might be losing customers by revealing your corporate underpants. She writes:

Do the browse pages and search pages on your web site look so different that it’s clear they are owned by different groups in your company? If so, your corporate underpants are showing.

Customers don’t think about shopping as a series of ‘pages’ or ‘features.’ They think of the holistic experience. So humor them.

* Create the holistic experience before you add more features
* Present an integrated site design
* Erase all signs of your corporate underpants

How often have you been following a navigation path on a site and suddenly found yourself in what appears to be a completely different universe? Makes you feel your connection with the primary business just went dead, doesn’t it.

Trust me on this: your underpants obviously matter to you, but your visitors could care less about them. And your online efforts are only ever about … everyone, in unison … the visitor! Tamara’s advice is essential – you do not want to throw folks off the scent by undermining the confidence and relevance your look/feel communicates. So strengthen your efforts – be at your persuasive best – by covering up those underpants and presenting a polished, coordinated appearance.”

Read the rest of GROK here: Don’t Let Your Customers See Your Corporate Underpants