Case Study: Godiva Sweetens Its Site

The fish are the last to discover the sea, so says the Chinese proverb. This analogy may stretch to Godiva, whose staffers had been working so closely with its site they weren’t sure what was needed to make it even better.

According to Beth Brown, Godiva’s senior manager of interactive, prior to an October 2001 makeover the company’s interactive group tweaked its site based only on competitive benchmarking and intuition.