February 8, 2012, 2:26 PM

It’s not easy to succeed in this new age of web site design

An IR design conference speaker will offer tips on creating designs for multiple devices.

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The surge in traffic and sales coming from smartphones and tablet computers like Apple Inc.'s iPad is forcing retailers to figure out how to ensure that their site designs work well across various devices.

“Consistency is important,” says Betsy Emery, president of Tellus Web. “Retailers have to make sure that their brand experience, regardless of platform, speaks to the core of the brand and that it enables user to connect to the brand in a meaningful way.”

That means retailers have to focus on two important tasks. The first is leveraging the unique capabilities of each device, like a tablet’s touchscreen. The second is ensuring that the basic site experience on each device is consistent.

Emery will overview the challenges and opportunities inherent in creating designs for multiple devices next week at the 2012 Internet Retailer Web Design and Usability Conference  in Orlando, FL, on Feb. 13 from 3 to 4 p.m., in a session entitled “Site design for the new reality: PCs, phone, tablets.”

“Retailers have an infinite tool set that enables them to define and implement strategies in ways that weren’t possible in the past,” she says. But along with those options comes the need to identify and prioritize the core principles a retailer wants to feature on its site.

Internet Retailer’s editors asked Emery to speak because of her extensive experience in crafting successful e-commerce sites. Emery is president of Tellus, which she formed in 2003 to create and execute effective web strategy, design, development and marketing strategies. She oversees the company’s key partnerships, web strategy consulting, and continued service offering development. Before founding Tellus, Emery worked with name brand and niche-leading business-to-consumer web sites as chief of client services for Fry Inc. Before that, she led consulting teams at MicroStrategy in large-scale Internet, data warehousing and eCRM projects.

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