MotherNature.com had also focused on the customer experience. The company made extensive use of data mining techniques and had full-time employees analyzing information about their customers’ habits, preferences, and site usage. In addition, the company periodically observed users on the site in an effort to better understand the customer experience. Twelve Internet novices examined the site critically every three months. Analysts considered MotherNature.com’s deep customer knowledge to be 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). In addition, a simpler site was added for novice visitors. Conversion rates increased tenfold from 0.2 to 2 percent (1 percent for first-time visitors).