Phase 1: Understanding customer behavior in a new channel
Dickson Data, Dickson’s e-commerce website, initially brought Dickson to TXI. In 2002, Google Analytics didn’t exist, and the Dickson team wanted to understand how to better engage their customers and increase sales. We built a way to measure website performance, identified a number of issues in the site workflows and messaging, and helped improve Dickson’s conversion funnels.
We’ve since done two total redesigns of Dickson Data. We kicked the latest redesign off at the start of 2016, then continued iterating on it throughout the year. The biggest change was giving the Dickson team a content management system — based on the custom CMS we built for Chicago Ideas — that lets them easily update their site. It also integrates with Dickson’s custom product database, so the team can keep everything on the site up to date.