Martha is the marketer for Circus.com. They've patterned the design of their website after BigTop.com, a successful competitor's site. Sales from the site haven't been as successful as they hoped. They're asking you for advice to improve the marketing effectiveness of their website. What advice would you give to Martha to make their site more successful?

The correct answer is to focus on changes that improve user satisfaction. This is a core principle of conversion optimization. A website that pleases users is more likely to convert them into customers. While design patterns can be a starting point, simply copying a competitor doesn't guarantee success; the competitor's design might not be optimized for Circus.com's specific audience or offerings, or it might have its own unaddressed usability issues. Providing reviews can be part of improving user satisfaction but isn't the overarching strategy. Broadening product scope without addressing user experience issues could overwhelm users and decrease conversions. Removing Flash content is a good technical practice for performance and compatibility but doesn't directly address user satisfaction as broadly as other UX improvements.