Yargon

Rembrandt Harmenszoon van Rijn (July 15, 1606 – October 4, 1669) was a Dutch painter and etcher. He is generally considered one of the greatest painters and printmakers in European art history and the most important in Dutch history. His contributions to art came in a period that historians call the Dutch Golden Age. Nowadays his paintings are worth millions and millions of dollars but in his own days he was an average painter and didn’t make much money at all. Why? He didn’t copy the famous artists of those days. For that reason the people in the Dutch Golden Age didn’t understand the fabulous art of Rembrandt. So, he died poor.

What is the relationship between Rembrandt and E-marketing?

We all know that better website usability means an increased conversion rate. In case of an E-commerce site, this means the better your website usability the more sales you have or in other words improving your website usability will increase your return on investment. Improving your return on investment does mean you will make more money.
When I believe all the ads about E-marketing, everybody wants to make more money.

Is there a relation between making more money and copying your competitor’s website layout?

Let me explain the relationship.
I often see that entrepreneurs who start their first E-commerce site and take a lot of effort in their website layout. At first they start thinking about their website’s usability. Than they want to built a more usable and more beautiful site than their competitors. For these reasons they will use all their creativity so they can built the most usable and beautiful site. Of course when the site is ready it will look great like a real work of art. So these entrepreneurs have all reasons to be really proud. 

The next step is traffic. A large amount is paid to Google for an Adwords campaign and the next 30 days they will look to the Google Analytics metrics for at least twice a day. But after a few days they start to get disappointed. Why? It appears that the bounce rate is far over 80% and the conversion remains zero.

What is going wrong?
When Visitors don’t recognize the structure of the site immediately, the simply click away. The visitors are not used to the structure; don’t recognize the website name so they don’t understand your artistic geniusness. You are like Rembrandt and you won’t make any money.

Conclusion:
When you want to start an E-commerce site there are a few steps which will lead to success.

1. Visit the sites of successful competitors;
2. Analyze the structure, the layout, colors; 
3. Copy the good parts of the structure, the layout and color;
4. Improve the pictures and descriptions;
5. Launch your site.

Follow these steps you won’t be a Rembrandt but you will be making money!

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