Fashion websites are some of the biggest offenders when it comes to catapulting the brand experience over all else. Looking at your objectives from a customer’s perspective is key….you would be nothing without them after all. Few people are going to pursue a brand experience at the expense of their time…waiting for your brand experience to load up.

It’s also important to think about how and where your customers are using your site. For example do your customer’s really care about music…or is it just a distraction or even worse an annoyance when it blares unexpectantly out of their speakers while they’re surfing the web at work. Or are your customers busy city people that are more likely to surf your site from a smartphone while on the train or in a cab…and you’ve not yet invested in making your site mobile-friendly….or mcommerce?

Rule of thumb: Always look through the lens of the customer…you would be nothing without them after all….