Is your site’s message clear?

Matthew Ledford

Too many retail web sites don’t tell consumers very much at a glance about the retailer’s brand or its products, says Matthew Ledford, CEO and president of e-commerce technology vendor FastPivot.com. “They make a shopper feel like they are going into a warehouse,” he says. “Retailers have to figure out, and emphasize, their value proposition.”

When site elements are confusing, difficult to use, or simply fail to stand out, consumers aren’t likely to stick around and make purchases, he says.

That’s why Ledford, along with Ethan Giffin, president, Groove Commerce, will examine whether a site’s message is clear when they share their initial thoughts on attendees’ web sites at the Internet Retailer Web Design & Usability Conference  during the session entitled, “Live reviews: How does your site measure up to the best?” on Feb. 11 between 3:15 and 5 p.m. 

“Coming off search, consumers can land anywhere on a site,” he says. “So a retailer has to think about whether his message is conveyed at every possible touch point with the customer.”

The sites volunteered will be displayed on a large screen while Ledford and Giffin quickly navigate through the sites to determine what works and what doesn't work.

Internet Retailer’s editors asked Ledford to speak because at FastPivot, he works with a range of businesses—from startups to Internet Retailer Top 500 merchants—to improve their businesses. His background in counseling psychology and strategic experience brings a unique perspective to mobile and social strategy.