February 7, 2013, 11:01 AM

Test drives will show e-retailers how consumers navigate their sites

E-retailers can watch others shop their sites at IRWD.

Katie Evans

Managing Editor, International Research

Lead Photo

Lauren Freedman, president of The E-tailing Group

Often a hands-on example is the best way to drive a message home.

That’s what Lauren Freedman, president of The E-tailing Group, a research and consulting firm, will be offering a few e-retailers who agree to have their e-commerce sites critiqued live during her Feb. 12 session, “Live test drives:  Pinpointing where your site can use improvement” at the Internet Retailer Web Design & Usability Conference in Orlando, FL.

The session will begin with Freedman presenting results of The E-tailing Group’s fourth quarter 2012 Mystery Shopping Survey of 100 online retailers. She will showcase some of the top-ranking retailers from that study and point out where and why their sites excel.  

Then she’ll dive into the interactive part of the session. “Three lucky individuals can perform a series of find-and-buy scenarios, ranking the sites of a handful of attendees,” Freedman says. This, she says, will show attendees how shoppers actually navigate their sites.

The editors of Internet Retailer chose Freedman to speak at IRWD because of her experience providing strategic and e-commerce solutions to online merchants and businesses targeting that market. Her extensive client list has included both large businesses and retailers and start-ups. Freedman's annual mystery shopping and merchant surveys provide an overview of the state of e-commerce, setting industry standards while highlighting best practices.

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