I was one of the writers on this recent, massive, Crate & Barrel e-commerce project. AdWeek's story reports that rework ended up increasing their Web sales conversion rate by 44 percent. Without giving anything away, the technique was to observe in-store customer shopping habits & apply the findings to its e-commerce site--via copy, visuals like advanced photo and video displays, etc--providing the user with a full sensory experience. It was challenging and rigorous, and I learned a ton about site navigation, retail "virtual realities," analytics, SEO, and consumer-reach. Cutting-edge stuff!