Even the most basic technology and design decisions can sour a customer's experience. Formatting content in such a way that it can't be viewed by earlier versions of a web browser can be a real turnoff for customers who have yet to upgrade to the latest version. Another design faux pas is using images and icons for navigation without offering plain hypertext links. That is a surefire way to lose customers. Above all, companies embarking on a redesign must remember the age-old exhortation to keep it simple.
Consumers come to the web for ease of use.