Since these are web applications and the front pages are focused on conversion, the take away should be that there is an emerging pattern. When visitors come to

Since these are web applications and the front pages are focused on conversion, the take away should be that there is an emerging pattern. When visitors come to a site, which is more beneficial, a unique design, or a common look and feel that makes it easier to predict where to read, where to click, and how to navigate the landing page?