Each week until the conference, our editors will put together a short article spotlighting one of the speakers featured at the Internet Retailer Web Design & Usability 2010 Conference that contains a description of the session, an explanation of why they selected that speaker for that session, and a brief interview with the speaker about their session. Today's IRWD Spotlight Speaker is Rick McNeill.

One of the beauties of selling online is that e-retailers can continuously make little changes that can fast add up to big sales increases. This session features a leading e-retailing consultant who works with clients to implement little changes. He will discuss the common little changes his company has uncovered at retail web sites, what it took for retailers to implement the changes and the results they achieved. He will be joined by an online retailer who will discuss his company's own experience in uncovering and implementing little changes, what it took from a staff and resource perspective to implement the changes and the payback.

Meijer Inc. launched a handsome new web site in late 2007 with enough consumer-friendly features that the site immediately found a spot in the Internet Retailer Top 500. In spite of being a big company, Meijer didn't just throw money at its site—it took a deliberate approach of analyzing how shoppers use the web and its site, then implemented incremental improvements that resulted in growing sales. Rick McNeill was one of the leaders of that effort and he is passionate about the small-is-beautiful—or effective—approach.

"You don't need me to tell you that our fast-paced Internet world is constantly changing. The reality is you must keep up or risk losing market share that you've worked so hard to gain," Rick says. "Not all companies have the big bucks for a massive site wide re-work. Here's the key, you don't need to go to that extreme. I'll be speaking about the magic in the details—the small cost-effective changes that can impact what matters to you the most, your bottom line."