January 6, 2012, 11:11 AM

How small fixes can stop online sales leaks

An IR design conference speaker urges retailers to match shoppers’ offline experiences.

Lead Photo

Daryl Logullo

Retailers lose sales when the customers’ experience at the site doesn’t match their expectations, but the gap between expectation and experience  can be easily fixed, says Daryl Logullo, e-commerce manager of Southern Fulfillment Services, parent company of HaleGroves.com and four other multichannel gift brands.

“The site user experience has to meet visitors at their point of need and expectations,” says Logullo, who will speak in a session entitled “Missing the obvious: Easy changes that can boost conversion rates” at Internet Retailer’s Web Design & Usability Conference from Feb. 13 to Feb. 15.  

In the session, Logullo will talk about designing a web site that would offer an easy transition to the online channel for Hale Groves customers who were accustomed to buying only from the Florida citrus grower’s catalog. According to Logullo, multichannel shoppers are comfortable with e-commerce functionality that allows them the same shopping experience they are used to offline. . For example, sending the same gift to three different recipients is an order easily communicated by mail or phone, but less so online, Logullo found. He and his team had to find a way to make shipping to multiple addresses just as simple for customers to do online as it was offline.

In the session, Logullo will discuss how to improve the user experience and user interface for multichannel merchants. “How does your e-commerce user experience complement and enhance your catalog ordering process, or your phone process?” he says.

Logullo also will talk about the best ways to design home pages, category pages and product detail pages, as well as how to make small changes to site navigation, cascading style sheets, layout and checkout .

Internet Retailer’s editors asked Logullo to speak because of his experience in online marketing and e-commerce.  At Southern Fulfillment Services, he is responsible for the management of five sites, and he oversees site development, search engine marketing, online acquisition, affiliate management and e-commerce marketing strategy. Previously, he managed e-commerce efforts for a large Comcast, DirecTV and Time Warner affiliate reseller.

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