March 2, 2012, 10:46 AM

How to redesign a site without breaking the bank

An IRCE 2012 speaker talks about getting the most from a lean redesign budget.

Lead Photo

Brad Vetter

It’s a quandary every e-commerce manager faces: Upper management wants a web site redesign, but the budget is limited. Just how will the refreshed site incorporate the latest e-commerce advances, improve the conversion rate and get all that done for a few thousand dollars?

Brad Vetter, general manager and director of e-commerce at, an information technology e-retailer, will share his experience redesigning an e-commerce site from 11:15 a.m. to 11:45 a.m. June 7, at the Internet Retailer Conference & Exhibition 2012 in Chicago. He will speak in a session entitled “Redesigning on a budget—How to redesign a $350 million a year site for under $50,000.

Attendees will learn how completed the redesign last year, Vetter says. The project began with an assessment of the problems that needed fixing, what the company needed the site to do, “and how to address those issues with a very limited budget,” Vetter says.

He’ll dive into the essential steps to completing a site redesign, such as how to obtain the creative content required. Attendees also will learn about the redesign results, he says.

Internet Retailer’s editors asked Vetter to speak because he has broad experience in business-to-consumer and business-to-business e-commerce. Vetter has worked globally for start-ups and Fortune 50 companies as well as brands like Dell, Orbitz, United Airlines and Hyatt. Previously Brad was vice president of e-commerce business development at Invodo where he developed several of the initial partnerships with e-commerce platforms and agencies. Vetter has also served in key management roles at Dell while working on is No. 65 in the Internet Retailer Top 500 Guide.

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