Customer Success Stories
Mineralogie is an all-mineral brand of cosmetics and beauty products manufactured in Dallas, Texas and distributed world-wide. Upon deciding to overhaul their web site and add an online store, they contacted Web Site Optimizers to conduct a series of Usability Studies to ensure that the store was as successful as possible.
We conducted a thorough study of their existing site, as well as a key competitor's site to learn what customers and potential customers found easy or difficult to accomplish. The resulting 34 page report was used heavily by the design and development teams to build the new web site.
For example, for users of Mineral Makeup, the actual ingredients in a product are important. This view was supported by witnessing the test subjects explore product offerings. And while the original Mineralogie site had one page that listed the ingredients of all their products, test subjects consistently were looking for ingredients for a specific product while on that product's page. This enticed the design team to include a spot for ingredients on each product page.
"Web Site Optimizers was instrumental in keeping the design of the new site focused on usability and generating more sales rather than just looking pretty," says Mary Van, owner. "It's critical in this industry to look good, but that doesn't mean much if the cash register isn't ringing."
During the development phase we conducted more studies to verify that the functionality being developed was indeed working as planned. This was a crucial step to insure that major changes after the launch of the site would be unlikely.
As part of the development process, we developed a simple web site performance scorecard and coordinated the regular reporting of the results to keep the Marketing team focused on the online portion of their business. And we continue to work with them on a daily basis, testing new hypotheses on how to increase sales. In both the second and third year of the online store's existence, we have helped increase revenue by over 35% each year.
Vice President of Marketing Jenny Jordan has seen the value. "We've been setting aggressive growth goals, and Web Site Optimizers has consistently come up with ways to help us achieve them."
"The testing and planning that went into the development of our new site allowed us to hit the ground running upon launch. And with WSO's help, our numbers continue to improve."
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