December 29, 2011, 11:21 AM

How strong home pages can convert consumers

An IR design conference speaker will talk about home page innovations and fads. 

Lead Photo

David Wachter

Every e-retailer wants a home page for its e-commerce site that attracts and keeps a consumer on it, clicking on product links and making purchases. But knowing which elements help a home page do that can be bewildering, especially as new technologies emerge and have yet to be tested, says David Wachter, senior vice president of e-commerce and direct marketing at JimmyJazz.com and ManAlive.com.

Wachter will speak from 9:30 a.m. to 10:15 a.m. Feb. 13 at the 2012 Internet Retailer Web Design and Usability Conference  in Orlando, FL, in a session entitled “The evolving design of the home page.

Attendees will learn about the strength of brand identity and value propositions to their home pages, and what to consider when designing around these two concepts, Wachter says. He also will talk about deciding upon the right time for a home page redesign.

“I will discuss best practices, what are some good-to-have elements, innovations already being used, such as personal recommendations, that are here to stay,” he says, “and innovations that are just passing fads.”

Wachter wants attendees to leave the session asking themselves the following: “Does my home page have a clear brand identity for unique visitors to understand with seven to 10 seconds? Are the value proposition obvious in order to convert the customer?”

Internet Retailer’s editors asked Watcher to speak not only because of his involvement in increasing online sales for the e-retailer, but because he worked in business-to-business sales and marketing with Office Depot Business Solutions and Cardinal Health.  In 2005, he launched a dancewear and shoe e-commerce site, later adding retail stores and then selling the business in 2008. Today, at Jimmy Jazz, his responsibilities include technology, direct marketing, creative, merchandising, fulfillment and call center operations.

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