After a slow start with the updated eWoFF site, we are surprised at the difference attributable to a refresh of the look and feel. We hired a company on elance to provide us with a graphic design update. Even though we were not sure if their design was the greatest, we deployed it on the site because it was a great step forward.
Almost immediately, our bounce rates fell and our conversion rate went up sharply! As we updated in application pages for the members, the amount of content that is being created also went up.
With our refreshed look and marketing campaigns getting tuned, everything is coming together very nicely.