1) RCA wanted to improve the user experience and increase conversion rates through a re-design of the company's audio-video web site. To lay the groundwork, Convey performed an extensive competitive analysis and usability survey, utilizing proprietary in-house methodologies.

2) The original site's content highlighted product features, rather than benefits, and asked users to download critical information as separate PDF documents. Convey recommended an overhaul of product data at the page level, including fulfillment options and support links.

3) By expanding the content, consumers no longer interrupt a shopping session to find out more about what they're researching. Complex features were detailed in layman's terms on the product page, rather than through a separate glossary.

4) The re-designed product pages offer substantial improvements in usability, including immediate access to all relevant product links, printer-friendly pages and a store locator for the company's brick-and-mortar sales partners.

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