In this case, the "idea" refers collectively to a group of ideas applied by a website. I have a website that I want to change because traffic is stagnant, and I'm still looking around as to what I should add.

From your experience, which website would have the better time investment vs. payoff ratio, a website that is 90% like the rest of its competition (easier to implement but more like the others) or 40% like the rest of its competition (less copycat features but takes more time to plan out)? The payoff being the traffic you get, and thus its popularity.

I guess this really depends on the type of person you are. For a procrastinator on opening and re-doing websites (like me) would you recommend to just come up with a less original site since it's quicker to implement and just nurture it so it becomes better over time? Because I'm reminded of the following Patton quote: "A good plan, violently executed now, is better than a perfect plan next week."