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It`s okay to be okay, as long as you’re working on becoming great. That`s just one of several philosophies Mark Carson, CEO of online toy retailer FatBrainToys shared with attendees today at the Internet Retailer 2009 Web Design Conference in Miami Beach, FL.

Carson, a web developer who ventured out to start up his own online retail business, shared several insights for small merchants with limited budgets about the best ways to approach site design in his presentation: “A Small Retailer Designs a Robust Site on a Budget.” One of those tips: Don`t be afraid to roll out small changes incrementally. Too many retailers wait for everything to be checked off their design to-do list before adding anything, but Carson says that may mean a retailer is sitting on potential added sales from features that could be ready to go sooner. FatBrainToys rolled out several features for the holiday season, and held back on others. As a result, it was able to benefit from elements that were ready and boost sales during the crucial November and December months.

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