Live critiques to serve up site design help at web design conference

Craig Smith

Outside of a consulting contract or sales pitch, it’s not often that e-retailers get access to expert advice on how to improve their web sites.

It’s for that reason that live, on-the-spot reviews of attendees’ e-commerce sites are one of the most popular aspects of Internet Retailer’s Web Design & Usability Conference. A session entitled “Live reviews of retail web sites” will cap the conference’s day-long design workshop on Feb. 14 between 4:15 and 5 p.m., giving attendees the opportunity to volunteer their sites from the floor for evaluation by Craig Smith, CEO of e-commerce consultancy Trinity Insight. He will offer critiques with a second consultant co-presenter, Tom Funk of Timberline Interactive.

The sites volunteered will be displayed on the large screen while the experts take a quick spin through what works and what doesn't work before moving on to the next volunteer.  Attendees of past live reviews, which have become a fixture at the conference, have said that even if their own sites are not chosen for analysis, this remains an educational exercise for all.

"We will be reviewing sites on the fly and be looking for design improvement possibilities relating to usability, navigation and calls to action," Smith says.  "Attendees will get improvement examples that can be implemented quickly and with little I.T. involvement.  These types of changes and enhancements can make a dramatic difference to conversion rates and drive substantial incremental sales.”

Internet Retailer’s editors asked Smith to participate in live site critiques because of his company’s stated focus on helping Internet retailers maximize profitability. Trinity provides site optimization through a variety of services to clients including Overstock, David's Bridal and McNeil Nutritionals. Smith also conducts lectures on search engine optimization at New York University and provides institutional investors with perspectives on Internet business models.