Conventional usability

There are times to be innovative, creative and clever.

Most of the time though, when it comes to usability of your site, you want to be more conventional than "inventional." You want the customer to be comfortable performing a transaction on your site. If she clicks the "submit" button, you want what she expects to happen and what will happen to be exactly the same thing. This is the essence of good usability. Be one step ahead of the customer at every turn and provide the options they need and the site behavior they expect.