Dickson Data, Dickson’s e-commerce website, was initially what brought Dickson to Table XI. Back 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 allows them to easily update the new website. It also integrates with Dickson’s custom product database, so the team can keep everything on the site up-to-date.