If we are looking for a "women's black silk denmark number for whatsapp evening dress" we expect to get into something like this
navigation-websites.png
We know perfectly well that in the categories we will find everything related to the other clothing items and that, using the filters, we could modify: size, color, brand, price and so on.
Just as we know that corporate websites all have the same menu, starting with about us, and that, instead, hotel websites always show a gallery of images of what is inside but also of the external spaces and so on.
Here, it is common sense to avoid modifying too much the distinctive elements of a certain category of sites because the result will only be to divert a potential customer to another place more familiar to him, faster to navigate and recognizable.
It is not in the layout that we must be different from our competitors, but in the added value of our product or service, in the details of what we offer, in the beauty of the images rather and of the interesting and inspiring contents.
— Julia
Even the form wants its part to allow a better usability of everything that is sold, promoted, written. I am convinced that if we took any template, changed the colors, photos and font we would not be able to have an identical website. Surely, however, it will be recognizable and, as such, easily navigable and bounce rate proof.