While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
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Either retailers are appropriately staffed to do a redesign in-house, or they`re relying on their own employees because bringing in an outside agency is too expensive, says Nawara. For the retailers that have their personnel working with an agency, he says, the outside perspective can help provide a new look and feel for the site.
Regardless of who works on the redesign, the focus is the same, says Nawara.
"The things that retailers are working on are the basic blocking and tackling types of issues," he says. "They want to focus on things that impact ROI—navigation issues, making search more efficient and hopefully increasing conversion rates through that. Even the more esoteric improvements, like the social and mobile commerce aspects, while they may not be provable through ROI, retailers see additional money opportunities there. That`s the key, developing the opportunities."