Launching a new site design and philosophy in 2017, DISH.com implemented a more uniform, readable, and user-friendly interface for its customers. The changes from the previous design to the new can be subtle, but the focus on a consistent tone and voice along with an attempt to increase the visibility and function of the most oft-used features was a success. As a result, digital Sales through the website increased 8.5% YoY (with a YoY decrease in total traffic) for a 38% improvement in Conversion Rate. Call and completion rates also vastly improved, earning DISH.com the nod.