Treating websites like I used to treat men


I used to devastate guys. Not in the “you should drop dead because I am so beautiful and have no time for you” kind of way (I’m not beautiful), but in the “Let me insult you in front of all your friends so that you feel like two cents” kind of way.

So it should not be surprising that I treated two out of three websites that way recently — it comes so naturally. Lars Johansson sent me a list of European (and mostly Scandanavian) websites, and asked me to evaluate them for conversion best practices. Well, you can read for yourself how I treated two of the websites like guys with overblown egos.


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • It was interesting to read your review of IKEA website for conversion purposes. Different type of review, but for one of my college classes 1 1/2 years ago, I deconstructed the multiple page processes for the IKEA site and identified areas for streamlining and optimization to improve the user experience. A small number of pages were tested, and storyboards created to highlight areas that could be easily changed to improve the user’s experience. It was nice to go back to their website; I noticed several changes have improved the site usability.

  • Hi Robbin,

    Nice post, Lars has just sent me 3 websites to comment as you did… I’ve just taken a look at the first one and it’s terribly confusing… I hope to find time in the coming days/weeks to write something as thoughtful as you 😉

    Kind Regards from rainny Brussels,


  • Thank you, Robbin. It was great fun and a good read.

    Looking forward to your reviews too, René.

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