Folks, templates are a problem in YOUR mind, not in your shoppers.
Template designs are a problem for you because
--you look at them all day long.
--you need to find a way to tell your story and stand out
You conclude: My site sucks because its a template.
Consider your shoppers P.O.V.
--I'm buying from an authorized franchise*
--Don't make me think
--But, help me be a smarter shopper
I was chatting with Dr. Henry from our User Experience team and he's stressed that all shoppers want a predictable experience. They want the website to fit their "mental model" so they can be more efficient. He speaks in great detail about "normative scripting" and all matters of shopper behavior that reinforce my conclusion that a template'd website design style is not the challenge, it's getting out your UVP (your UVP <-- great link!).
HTH
Joe
*How freaky would it be if you were hungry and out of town and went to the local Olive Garden's website and it looks nothing like the Olive Garden site back home?
