Mothernature.com was consumed by th

Mothernature.com was consumed by the customer experience. They made extensive use of data mining techniques, with two full time employees inferring information about their customers’ habits, preferences and site usage. In addition, they periodically observed users on the site in an effort to better understand their experience. Twelve Internet novices examined the site critically every three months. Analysts considered their deep customer knowledge among the most sophisticated in comparable e-Commerce firms. As a result of these efforts, the site ultimately offered four ways to shop (product category, lifestyle, medical problem, and brand). Also, a simpler site was added for true first-timers. Conversion rates increased ten-fold from .2% to 2%, and 1% for first-time visitors.