November 15, 2010, 1:09 PM

How to measure and optimize a web site without spending too much

A design conference speaker will highlight free and inexpensive analytics tools.

Katie Evans

Managing Editor, International Research

Lead Photo

Shawn Purtell

Designing a great e-commerce site is only the start for online retailers. They also must find ways to measure how consumers use the site and do so without spending too much, says Shawn Purtell, analytics and optimization specialist for ROI Revolution, a search engine marketing firm.

He will speak at the Internet Retailer Web Design & Usability Conference 2011 in a session entitled “Measure and optimize your web site without going broke” from 2:15 p.m. to 3 p.m. on Feb. 14. Joe Schmidt, co-founder of, will conduct the session with Purtell.

Purtell says the session will provide attendees with an arsenal of cost-saving tools to measure and optimize web sites. “Concerns about cost can be a huge barrier when diving into the realm of web site analytics and optimization,” he says. “However, there are many free or inexpensive tools out there that can help companies reduce these costs without sacrificing performance or opportunity.”

Purtell will draw upon his experience working with dozens of e-retailers to boost their sites' performance. He will discuss how to find low-cost tools that can provide user and design feedback, site measurement, search engine optimization and competitive analysis.

Internet Retailer’s editors asked Purtell to speak because he has worked with more than 100 companies to implement and maintain Google Analytics, Google Website Optimizer and many other low cost optimization tools. He is one of only a handful of individuals certified by Google to teach Seminars for Success on the subjects of Google Analytics and Google Website Optimizer.



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