Internet loan-finding service eChoice changed its look when it acquired a new name soon after launch in early 1999. But it kept the site's overall layout and structure close to those of the old site - even though eChoice isn't oriented to repeat users. When a major application architecture changes. Jupiter expects this need to upgrade applications will drive the bulk of well-reasoned relaunches over the months ahead. If you must change, change carefully.
Many Web sites serve their users the same way.
And like newspapers, Web sites should be wary of splashing the water around.