The best way to create an IA that resonates with your target audience is to involve your users in the design process. A card-sorting activity can really help you understand users' mental models, and provide valuable insights to inform the creation of an effective Information Architecture.
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Generally, users are quite impatient when they browse on the internet. If they are unsure whether they will find what they want on your website within seconds, they may leave and go to a competitor, leading to a lost sale.
A real innovation is something new that provides greater value than the previous alternatives, not just changing things to make them look new or different.
Colour plays an important role in user experience. Your choice of colour not only shapes your brand or product's identity, it can also affect how users engage on a subconscious level, meaning you can use colour to inspire certain emotions in your users.
If you want to increase conversion rates in your site, you need to balance the site’s demands with user’s perceived value. Users will be less likely to create an account if the effort required from them (number of fields in the registration form) is much higher than the value they’ll get from using this account or their trust levels are low.
Although web designers are sometimes under pressure to collect user information as early as possible, asking for too much information too early can easily lead to users abandoning the site, as there has been no trust established.