According to the cliché, one shouldn’t judge a book by its cover. But in marketing, looks do matter. Having an attractive website design is often your first opportunity to make a good impression on potential customers. So if your site’s looks aren’t up to par, visitors may close the web tab and you lose the chance of making a sale.

As businesses continue to use more apps and tools that allow them to collect, store, and process customer information, the amount of data in their systems grows exponentially. However, not all of the collected information is important or even useful.