October 25, 2010, 11:34 AM

Breaking through web site design analysis paralysis

Web analytics yield valuable insights on site design—if retailers can sidestep data overload.

Lead Photo

Joe Schmidt

While online retail abounds with talk of “data-driven” site design, it’s no secret that many retailers feel they are drowning in all the analytic data available to them. “Retailers have such an overwhelming amount of data that we end up doing a lot of design work the old fashioned way—by using our gut,” says Joe Schmidt, co-owner and founder of Canvasondemand.com. He will speak at the Internet Retailer Web Design & Usability Conference 2011 on Measure and optimize your web site—without going broke on Feb. 14 from 2:15-3 p.m.

The fact is, if you stay focused and collect data that would change the way you would do something on the site, you can actually use it in a really positive way to make design decisions,” he says. “In this session, we’ll be talking about using analytics, data and testing cost-effectively to make design decisions that enhance conversions, improve the user experience and increase the repeat customer rate.”

As an online retailer, Schmidt has personally has faced data overload and arrived at an answer that can work for any e-commerce site as well as it has for his own. He’ll share how he and his team busted through analysis paralysis to come up with a framework that steers them toward the right design decisions.

Internet Retailer’s editors asked Schmidt to speak because as president of Canvasondemand.com, he has driven the company he founded five years ago to become the leader in the photo-to-canvas marketplace. A long-time web entrepreneur, Schmidt has been involved in numerous successful technology start-ups. Prior to Canvasondemand.com, he served as director of sales for one of the category’s leaders, Art.com.

Details on Schmidt’s session are at:

Measure and optimize your web site -- without going broke  

2:15 PM - 3:00 PM  Monday, February 14, 2011

Joe Schmidt, Co-owner & Founder, Canvasondemand.com

Shawn Purtell, Web Analytics & Optimization Specialist, ROI Revolution


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