Sporting gear and apparel retailer evo has learned that it pays to listen. Over the last year, the company has conducted monthly usability testing, which has led to site changes that have boosted conversion and sales for evo.com. "I think it's helped us narrow in on the right problems to solve, and hearing the voice of the customer right out of their mouths is really insightful," says Nathan Decker, senior manager, e-commerce. Testing led the company to create a comparison tool after seeing that customers were clicking in and out of their shopping carts to compare products. The company also incorporated color swatches on search results pages. Customers using the swatches in search results convert at three times the rate of the average site visitor, Decker says.

• Date Launched:2001
• Unique Visitors:117,541
• Web-based Sales:Order the Hot 100 issue