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The dilemma is this: Whether you want to make a better customer experience get a better click through rate, you definitely do not want to disrupt a user experience. Try split testing on your webstore. Split testing allows users to follow different paths you want to test. Say, for example, you want to try a new navigation scheme to get better site click through. You can split test your traffic down two paths, the old navigation and the new one, at a 50/50 random split. Any idea is worth running a split test on. It costs very little in time and effort and can save you a lot of mistakes.