9:00 - 10:30 a.m.

The Latest Concepts in Retail Site Design

Introduction: Web site design seems to exemplify the notion of "Internet years." Design changes so fast that web sites require constant refreshing to keep up. After a decade of online retailing, however, certain fundamentals of good web store designs have emerged. These are constantly being modified and enhanced as cutting-edge e-retailers continue to test and prove the innovative designs that increase sales. Home pages, for example, are becoming a hybrid of beauty shots and calls to action; such designs must entice the customer to move deeper into the site, but also must offer the customer the immediate opportunity to buy. Furthermore, no longer do online shoppers take the time to click here and there to learn more about the product; product pages must be a combination of romance and action, with the focus on the buying opportunity. While it sounds intuitive, striking the right balance is a challenge and takes much design testing to get right.

Workshop Content: This workshop session will feature actual before-and-after examples of retail web sites that have undergone major redesigns, highlighting why the site needed renovation and reviewing the positive results achieved by the design improvements. Our speakers will explain the latest design elements of retail web design and help retailers understand the basics of good design, including understanding how much is too much, what should go where and which bells and whistles sites should employ—and avoid. Our speakers feature two design experts who have worked with retailers in creating the right design. They will discuss not only design concepts, but also how to make sure that outside designers and inside managers are working toward the same goal, the technology needs to make sure designs can be executed properly and the complex relationship between marketing and site design. They will be joined by an executive of a leading retail chain who will discuss his first-hand experience in redesigning and revamping what was already a successful web site.

About the Instructors: Harold Ferrari recently presided over the successful redesign of InterstateBatteries.com. Howard Kaplan, vice president of marketing, Future Now, is a leading expert on web site design. He has helped dozens of online retailers create successful web sites. Neil Clemmons leads the strategy and planning at Critical Mass, providing executive level leadership to clients and internal teams on issues of design and usability.