Web Usability: How Staples Does It

3. Use technology strategically to increase sample size.

4. Ensure tight controls over distribution of designs to the public.

Upon completing a number of Web research projects, Staples was able to increase its Web site conversion rate by 28 percent, Hynes said. And although its average order decreased slightly, its margin rate increased enough to cover it, driven by a 30 percent improvement in attainment in key categories.