“In a June 1999 report, Internet research firm Jupiter Communications found 37 major sites had altered their look-and-feel, on average, every 10 months. Yet the evidence suggests site relaunches carry heavy risks. Most Web site visitors want to do something or find something. Make them change the way they do things at your site, and you may confuse or discomfit them to the point where they leave. Faced with a plan for a relaunch, many site managers should Just Say No.”