Lands' End Makes Online Shopping?and Conversion?Look Easy
TM: How do you develop and test these programs?
LD: We do a lot of testing before they go live on the site. We get information from our call centers, and we get a lot of good insight from customers who e-mail us feedback. When we get an idea for a tool, we do usability testing, online panels and other kinds of marketing research to see if it's something that will help customers the way we anticipate it will.
We analyze after the fact, as well, to see if these tools are being used, adding value and increasing conversion.
—Tracy A. Gill