Famke is the marketer for BigHair.com. She's patterned the design of her web site after Wig-a-rama.com, a successful competitor's site. Sales from the site haven't been as successful as she hoped. She's asking you for advice to improve the marketing effectiveness of her web site. What advice would you give to Famke to make her site more successful?

The most impactful advice for Famke is to focus on providing a seamless user experience. This encompasses all aspects of a website, from intuitive navigation and clear calls to action to fast loading times and mobile responsiveness. A seamless experience directly correlates with user satisfaction and conversion rates. Simply copying a competitor's design doesn't guarantee success if the underlying user journey is flawed. Adding a PCI-compliant payment gateway is crucial for security but is a baseline requirement, not a primary driver of overall marketing effectiveness if the user experience is poor. Removing Flash content and switching to HTML5 is a good technical practice for modern web standards and performance, but it's a specific technical fix rather than a broad strategy for improving marketing effectiveness. Enhancing the search feature is valuable but addresses only one specific aspect of the user experience, not the holistic journey.