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Transcript of IRCE Focus Web Design + Mobile Commerce 2014
FEBRUARY 10-12, 2014
HYATT REGENCY ORLANDO
QVC
Todd SprinkleVP, Platform,
Content Innovation
MOBIL
E
STAPLES
Faisal MasaudExecutive VP, Global
E-Commerce
MOBIL
E
WAYFAIR
Mike O’HaraVice President, Engineering
DESIGN
CAFEPRESS.COM
Sumant SridharanPresident
DESIGN
NEWEGG NORTH AMERICA
Soren MillsChief Marketing Officer
DESIGN
ZAPPOS
Jennifer Sidary Head of Zappos Couture
DESIGN
FEATURING RETAIL TRAILBLAZERS INCLUDING:
FORWARD MOBILITYORLANDO | 2014
WEB DESIGN MOBILE COMMERCE+
PREVIEW GUIDE
The 7th annual Internet Retailer Web Design & Usability conference and exhibition (IRWD) has been combined with the Mobile Marketing & Commerce Forum (MMCF) to
form IRCE Focus: Web Design + Mobile Commerce.
Two powerful events. One premier destination.PLATINUM SPONSORS:
11 Register at focus.irce.com/irwdmc
ONEPowerful Events
2014 IRCE FOCUS PREVIEW GUIDE
The 7th annual Internet Retailer Web Design & Usability conference
and exhibition (IRWD) has been combined with the Mobile
Marketing & Commerce Forum (MMCF) to form IRCE Focus: Web
Design + Mobile Commerce. This new and improved event is
projected to draw more than 650 participating companies, with
total attendance reaching 1,300.
With two concurrent conferences and one shared exhibit hall, IRCE
Focus: Web Design + Mobile Commerce will o� er a collection of
solutions and services that address the needs of a highly qualifi ed
audience – presented by noteworthy speakers covering signifi cant
and timely industry topics.
The e-commerce authority Internet
Retailer magazine, as o� cial publication
and media sponsor of the conference, has crafted an expert
agenda designed to help you keep up with the fast pace of web
design and mobile commerce.
Choose your preferred track and then mix and match sessions
on site. One registration allows access to both conferences. At
IRCE Focus: Web Design + Mobile Commerce you can design the
conference experience that most immediately benefi ts your business.
FOCUS ON WEB DESIGNAlways Evolving: Reaping the Benefi ts of Rolling Redesign
Keeping up with the constantly evolving Internet is a huge challenge
and requires a constant investment in time and resources as well
as a willingness to re-think approaches. Retail organizations with a
commitment to change and a fl exible approach to business learn
quickly that there is a payo� to their openness. They improve their
conversion rates and increase sales. And as a result they have
the additional resources needed to re-invest in the next round of
improvements. IRCE Focus on Web Design will present the latest
design and usability developments and help online marketers
understand what it takes to continue evolving as online customers
become more sophisticated and their expectations rise.
FOCUS ON MOBILE COMMERCEMobile Nation: Marketing for How We Live Now
The mobile revolution is reshaping online marketing and retailing.
Nearly 50% of tra� c to U.S. retail web sites is now coming from
smartphones and tablets and even merchants and marketers
who aren’t actively promoting mobile are fi nding a fourth of their
customers and prospective customers are accessing their sites via
mobile. IRCE Focus on Mobile Commerce will include insights on:
• understanding the makeup of today’s mobile customers,
• the latest design and usability strategies and tactics,
• how management must change its mindset and business
approaches as mobile adoption soars,
• how mobile radically changes well established digital marketing
practices,
• what marketers and merchants must do to keep up with ever-
evolving practices, and
• how the mobile market might evolve in 2015 as consumers
employ their smartphones and tablets even more for shopping,
ordering and buying.
The conference will kick o� with a full day of the Mobile Design
Workshop that will provide details on every step of the mobile design
process. It will cover setting priorities, making sure your product
pages perform, how to test apps, whether to embrace responsive
design, and more. It will wrap up with the always popular live reviews
of sites and apps volunteered by members of the audience.
Design Consultations .................................................................. 2Agenda-at-a-Glance .................................................................... 3Conference Pricing ......................................................................4Reasons to Attend ....................................................................... 5Web Design Agendas ................................................................. 7Mobile Commerce Agendas .....................................................14Index of Speakers .......................................................................19Exhibit Hall Overview ................................................................21Exhibitors .....................................................................................22
Table of
Contents
TWO Place to Beonly
2ORLANDO, FL | HYATT REGENCY 2
Design ConsultationsUNCOVER IMMEDIATE ROI FOR YOUR BUSINESS
IRCE Focus: Web Design + Mobile Commerce is about even more than expert speakers, exhibitors, and networking opportunities. Paid conference attendees* are also eligible for two free private design consultations (valued at $500 each) from leading web design and usability fi rms, who will review your e-commerce site in advance of your meeting and provide detailed pointers on improvements. Appointments are available on a fi rst come, fi rst served basis with a maximum of 2 appointments per registered company.
*Excludes Workshop-Only and Exhibit Hall Attendance-Only attendees.
HOW IT WORKS
Registrants can choose from up to 15 design and usability consulting fi rms and more than 500 appointment times on February 10 & 11.
Scheduling your company’s two free design consultations is part of the online registration process. You can select consultants based on their areas of expertise, industries served, and times they have available. You will be asked to provide information to help the consultants prepare for their sessions with you, including your site’s URL, one specifi c design topic or challenge you wish to discuss, your company background and any additional paid registrants who will be attending the session with you.
Registrants are strongly encouraged to schedule their Design Consultation appointments in advance to get their preferred consultants and time slots as well as give the consultants time to
prepare recommendations.
Discover more information and view a full list of consulting companies at focus.irce.com/irwdmc.
WEB DESIGN + MOBILE COMMERCE
COMPLIMENTARY
C: 0M: 79Y: 100K: 0
R: 241G: 93B: 34
PMS173
2014 IRCE FOCUS PREVIEW GUIDE
33 Register at focus.irce.com/irwdmc
GLANCE
Break in Exhibit Hall
Lunch
Lunch
Registration/Breakfast
MobileFeatured Address
Wel
com
e an
d
Intr
od
ucti
ons
MobileSession
MobileSession
MobileKeynote
MobileSession
Web Design
Keynote
Web DesignSession
Web Design
Featured Address
Web DesignSession
FEBR
UARY
11
7:00 a.m. 8:00 a.m. 9:00 a.m. 10:00 a.m. 11:00 a.m. 12:00 p.m. 1:00 p.m.
MobileSession
Web DesignSession
Web DesignSession
Exhibit Hall Open Exhibit Hall OpenWeb
Design Session
Lunch
Wel
com
e an
d In
tro
duc
tio
ns
Bre
ak
Bre
ak
Web Design SEO DaySession
Web DesignSEO DaySession
Web Design
SEO DaySession
Web Design SEO DaySession
Web Design
SEO DaySession
MobileWorkshopSession
MobileWorkshop
Session
MobileWorkshop
SessionBre
akMobileWorkshop
Session
MobileWorkshopSession
Web Design
WorkshopSession
Web DesignWorkshopSession
Web DesignWorkshopSession
Web DesignWorkshopSession
Workshop Registration
and Breakfast
FEBR
UARY
10
7:00 a.m. 8:00 a.m. 9:00 a.m. 10:00 a.m. 11:00 a.m. 12:00 p.m. 1:00 p.m.
Web Design
WorkshopSession
Agenda-at-a-Glance
Break in Exhibit Hall
Lunch
LunchRegistration/
Breakfast
MobileSession
Wel
com
e an
d
Intr
od
ucti
ons
MobileSession
MobileSession
MobileFeatured Address
MobileKeynote
MobileSession
Web Design
Keynote
Web DesignSession
Web Design
Featured Address
Web DesignSession
FEBR
UARY
12
7:00 a.m. 8:00 a.m. 9:00 a.m. 10:00 a.m. 11:00 a.m. 12:00 p.m. 1:00 p.m.
MobileSession
Web DesignSession
Web DesignSession
Exhibit Hall Open
Design Consultations
Design ConsultationsMobile Session
4ORLANDO, FL | HYATT REGENCY 4
REGISTER EARLY FOR THE BEST PRICING!
WEB DESIGN + MOBILE CONFERANCEWEB DESIGN + MOBILE COMMERCE
4
Break in Exhibit Hall
MobileSession
MobileSession
MobileSession
Web DesignSession
2:00 p.m. 3:00 p.m. 4:00 p.m. 5:00 p.m. 6:00 p.m.
Web DesignSession
Web DesignSession
Exhibit Hall Open Exhibit Hall Open
Exhibit Hall Welcome Reception
MobileWorkshopSession
Bre
ak
MobileWorkshopSessionB
reakMobile
WorkshopSession
Bre
ak
Web Design
SEO DaySession
Web Design SEO DaySession
Web Design SEO DaySession
WebDesign
WorkshopSession
WebDesign
WorkshopSession
Exhibit Hall Cocktail Reception
2:00 p.m. 3:00 p.m. 4:00 p.m. 5:00 p.m. 6:00 p.m.
Early-Bird Pre-Show On-Site
(Through 12/31/13) (1/1/14 - 2/8/14) (After 2/9/14)
Main Conference (2 Days & Workshop): $895 $995 $1,095
Main Conference (2 Days): $745 $845 $945
Pre Conference (Workshops only): $395 $445 $495
Exhibit Hall only: $195 $225 $295
ConferencePricingRegister at: focus.irce.com/irwdmc
Break in
Exhibit Hall
MobileSession
MobileSession
Web DesignSession
2:00 p.m. 3:00 p.m. 4:00 p.m.
Web DesignSession
Web DesignSession
Web DesignSession
Exhibit Hall Open Ra� eDrawings
Design Consultations Design Consultations
Design Consultations Design Consultations
55 Register at focus.irce.com/irwdmc
THE TOP2014 IRCE FOCUS PREVIEW GUIDE
Reasons to Attend6An Incredible Agenda:
Created by the experts at
Internet Retailer, our stellar
agenda features speakers from
companies including Zappos,
Twitter, Staples, QVC and Wayfair.
92% of previous attendees rate
the previous conference as
excellent or very good.
An Intimate Venue for Networking: Build your business and make new connections
at IRCE Focus: Web Design + Mobile Commerce. The Hyatt Regency Orlando is the
perfect venue to connect with peers during meals and breaks as well as during cocktail
receptions held in the exhibit hall.
#2
Web Design Consultations O� er Immediate ROI:
Return to your o� ce with expert suggestions to
improve your web site. Web design consultations are
o� ered at no additional charge to attending companies.
Find more details on page 2.
#3
#1
6ORLANDO, FL | HYATT REGENCY 6
t
Reasons to AttendAn Exhibit Hall Dedicated to the Latest in Web Design & Mobile
Technology and Services: Located adjacent to the session rooms, our exhibit hall
features companies ready to provide solutions for your business.
#4
Workshops that Dive
Deep: Select from among
three pre-conference workshops
and get a deep understanding on how
to improve your web site design, how to
build a mobile commerce platform or how
to get the most out of your SEO program.
#5
WEB DESIGN + MOBILE COMMERCE
An Escape from the February Chill: IRCE Focus: Web Design + Mobile
Commerce will call the Hyatt Regency Orlando (formerly the Peabody
Orlando) home this February. Conveniently located just minutes from
Orlando International Airport, the Hyatt Regency is also a short drive
to Walt Disney World, Universal Orlando and world-class golfi ng. And
with special hotel rates for IRCE Focus attendees, you can enjoy the
February sunshine at 40% o� !
#6
2014 IRCE FOCUS PREVIEW GUIDE
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MONDAY, FEBRUARY 10 Pre-Conference SEO DAY
8:45 – 9:00 a.m.WELCOME & INTRODUCTION
9:00 – 10:00 a.m.KEEPING UP WITH GOOGLE AND BING: THE LATEST ON THE TWO MOST IMPORTANT SEARCH ENGINESTim Kilroy, chief executive o� cer,
AdChemix; Additional speaker TBA
Landing high in search results on Bing and
Google becomes more complex every year.
Content, keywords, site design and usability
all must work together to ensure shoppers
will fi nd your site when they’re looking for
a product. The SEO Day at IRCE Focus:
Web Design starts with an update on the
latest initiatives from Google and Bing. Our
speakers also will highlight the important
di� erences between Google and Bing, where
30% of all searches originate today, and
provide guidance on how to optimize your
site for one without undermining your e� orts
on the other.
10:00 – 10:45 a.m.HOW SEO’S EVOLUTION CALLS FOR COMPANY WIDE COLLABORATIONJustin Schoen, natural search program
manager, REI; Seth Dotterer, vice president,
marketing, ConductorSEO, once a marketing job, is now a cross-
department function involving product
managers, merchandisers, copywriters,
IT sta� and others. Many marketers are
still waking up to this reality, leaving
a competitive opening for those who
implement cross-functional SEO programs
now. Learn how SEO managers keep up
with fast-evolving rules and practices and
communicate and collaborate with all in
the company whose actions a� ect SEO.
You’ll discover what to look for in an SEO
manager — and why successful ones are
often an organization’s best politicians.
10:45 – 11:00 a.m.BREAK
11:00 – 11:30 a.m.CREATING SEO-FRIENDLY CONTENT ON A BUDGETPatrick Garmoe, e-marketing specialist,
Betty’s Pies Distributing; Darren Johnson,
business development manager, Betty’s Pies DistributingHaving the right content is key to SEO
success. But budgetary constraints can make
ongoing creation of content that boosts SEO
a challenge. Some e-retailers o� oad the task
of keeping site content fresh and fi ndable
WEB DESIGN
Agendas
WEB DESIGN + MOBILE COMMERCE
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for search engines to outside content
developers, but that’s not the only way to
win. Discover how to create SEO-friendly
content in-house and on a budget. Learn
how to re-imagine content you may already
have or can fi nd elsewhere at no cost or low
cost to create fresh bouquets of content that
can make your site soar high in search.
11:30 a.m. – 12:30 p.m.FREE AND LOW-COST SEO TOOLS AND HOW TO USE THEMWil Reynolds, founder, Seer InteractiveOnline marketers have many free and low-
cost SEO tools at their disposal — but some
are more useful than others. Our speaker will
describe both well-known and more obscure
free SEO tools, such as wordtracker.com,
keyworddiscovery.com, bad-neighborhood.
com, Google cache, followerwonk.com and
others, helping attendees understand which
will be useful for their own situations. The
session will include live demonstrations
on how to use some of the tools and the
opportunity for attendees to see tools
applied to their own sites.
12:30 – 1:30 p.m.LUNCH
1:30 – 2:15 p.m.LINK BUILDING: SHUN THE SHORTCUTS TO IMPROVE SEARCH RANKINGSDave Cluka, director, digital marketing,
Briggs & Stratton; Bryson Meunier, director,
SEO strategy, Resolution MediaThoughtful link building can push your site
higher in search results, but be ham-handed
and you’ll pay a hefty price. Google will
punish you and it can take time and money
to recover from practices you may not
realize are link spam. Learn what types of
links Google views as egregious, how to fi nd
and purge them, what types of links fi t your
niche and how to measure link e� ectiveness.
Our speakers also will show how to create
valuable links that will help your SEO and
outline the investment of time and e� ort
crucial to a credible link-building strategy.
2:15 – 3:00 p.m.HOW TO MANAGE AND REFINE YOUR SEO TERMSAsh Salleh, SEO lead, Zappos; Stephan
Spencer, co-author, The Art of SEO
Successful keywords should be part of a
comprehensive portfolio that SEO managers
track for conversion rates, sales, margins,
repeat buys, ROI and yield. This session will
cover important concepts in SEO keyword
portfolio management such as keyword
brainstorming, using tools like Quintura and
Soovle, how to do keyword research using
tools like Google AdWords Keyword Tool and
Google Trends, and more. You’ll learn what
metrics are essential to evaluate keyword
performance and come away knowing how to
create an entire keyword strategy.
3:00 – 3:15 p.m.BREAK
3:15 – 4:15 p.m.LIVE SEO REVIEWS: IS YOUR SITE FOLLOWING THE RULES — OR BREAKING THEM?Stephan Spencer, co-author, The Art of SEO;
Ross Monaghan, Director, Search Engine
Marketing, Zeon SolutionsThe SEO Day will wrap up with live, fast-
paced, on-the-spot reviews of SEO practices
at web sites that session attendees volunteer
from the fl oor. Our experts will analyze
just how well the sites succeed in meeting
standards for SEO best practices — or how
they are falling short. Even if the experts
don’t pick your site for review, you’re sure to
learn a lot by observing and analyzing what
your competitors are doing.
4:00 – 6:30 p.m.EXHIBIT HALL WELCOME RECEPTION
Web Design andMobile Commerce
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MONDAY, FEBRUARY 10Pre-Conference Design Workshop
8:45 – 9:00 a.m.WELCOME & INTRODUCTION
9:00 – 9:30 a.m.WHAT IS THE GOAL OF YOUR REDESIGN: SETTING YOUR OBJECTIVESSam Sarullo, vice president, e-commerce,
Lakeshore LearningSuccessful redesigns start with an
identification of the problems you need
to fix and the goals you want to achieve.
Sounds basic, but redesigns are so
complex that designers and developers
quickly can lose sight of the over arching
objectives as they fix one feature or
beautify another. Our kickoff speaker for
the Design Workshop will show attendees
how Lakeshore Learning stayed focused
in its recent redesign targeting different
customer constituencies, while ensuring
a flexible, customized and unified user
experience across all groups of shoppers.
9:30 – 10:30 a.m.THE BUILDING BLOCKS OF DESIGN: TAKING THE BASICS TO A NEW LEVELDavid Workman, manager, e-commerce
operations, Delta Apparel; Josh Levine,
chief experience o� cer, co-founder, AiColor, typography placement,
organization — even white space — are
the visuals that can help attract shoppers’
attention, keep them engaged with the
site and intrigued with the brand and turn
them into buyers — or they can turn off
or confuse site visitors, detracting from
the shopping experience and the brand.
In this session, hear from two experienced
web designers about how to master your
handling of these powerful elements in
web site design and turn them to your
advantage.
10:30 – 10:45 a.m.BREAK
10:45 – 11:45 a.m.HOW DOES YOUR SITE PERFORM? LIVE TEST DRIVESWilliam Albert, executive director, User
Experience Center, Bentley University; Scott
Kincaid, vice president, user experience,
Usability SciencesExplore site design in a new way. First, you’ll
observe usability lab participants as they
navigate web sites, encounter and overcome
design fl aws. Next, three volunteers will
take part in live usability exercises on web
sites o� ered by the audience. Through
these “live test drives,” you’ll watch your
peers carry out basic tasks such as search,
fi nding product descriptions and checkout.
Common roadblocks and superior execution
will be highlighted by our speakers, who will
reveal ways to make your site more intuitive,
beautiful and easy to navigate.
11:45 a.m. – 12:30 p.m.PICK YOUR PATH: DEVICE-AGNOSTIC VERSUS DEVICE-SPECIFICDarren Johnson, director, e-commerce,
LoveSac; Mike Pitone, senior manager,
product management, user experience,
Urban Outfi ttersCan a single site deliver a great experience
across all devices? Using responsive design,
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LoveSac created a device-agnostic site that
shines no matter what device consumers
use to get there. Our second speaker will
detail how Urban Outfi tters takes a di� erent
approach — marrying device-specifi c
features with the e� ciency and scalability
that comes with responsive design. You’ll
learn that there is more than one way to
build a retail site where one size really
does fi t all, the trade-o� s and shortcuts to
consider and the results to expect.
12:30 – 1:30 p.m.LUNCH
1:30 – 2:30 p.m.YOUR REDESIGN: WHAT SHOULD IT COST?Paul Shrater, Co-Founder, Minimus.biz; Rich
Lyons, president, chief executive o� cer,
Lyons Consulting GroupIt’s one thing to decide purely from a needs
perspective what features and functionality
should be implemented fi rst when it comes
to redesigning your e-commerce site. But
your decision can’t be fi nalized until you
gain an understanding of what those bells
and whistles will cost. How is that cost
structured? In this session, we’ll identify 10
key features and the range of how much
each one can cost — and we’ll hear from a
technology consultant and an e-retailer
who’ll walk attendees through how that
shapes design priorities.
2:30 – 3:15 p.m.HOW BEAUTY AND SPEED CAN COEXIST IN WEB DESIGNMichael Hanreck, managing partner, PAG;
Mariano Ferrario, director, e-commerce
solutions, NetSuiteRich imagery and product videos boost
online conversion, but they can slow web site
page loads. Slow-loading cellular networks
compound the problem when consumers
access sites on a mobile phone. And the
longer, data-heavy pages that work for tablet
and mobile phone display present additional
performance challenges. A design expert
and a retailer will explain how they optimize
images, cache data and progressively load
content so the retailer’s site loads quickly on
all devices, without sacrifi cing the elements
that induce consumers to buy.
3:15 – 3:30 p.m.BREAK
3:30 – 4:30 p.m.LIVE SITE REVIEWS: DOES YOUR WEB SITE MEASURE UP?Ethan Gi� n, president, Groove Commerce;
Blake Ellis, CEO, CommerceV3In this fun and informative session, a favorite
with IRCE Focus: Web Design audiences,
attendees will have the opportunity to hear
live feedback on their e-commerce site’s
design when they volunteer their sites from
the fl oor. Two web design experts will o� er
insights on what is — and isn’t — working on
the e-commerce sites they’ll review on the
fl y, along with advice on improvement. It’s a
learning opportunity for all and a chance to
grab a bucketful of take-home tips on how
to bring your e-commerce site up to the
next level.
4:00 – 6:30 p.m.EXHIBIT HALL WELCOME RECEPTION
TUESDAY, FEBRUARY 11Web Design Conference Day 1
8:15 – 8:30 a.m.WELCOME & INTRODUCTIONKurt Peters, executive editor, Internet RetailerFailing to keep up with fast evolution will
result in extinction. Our conference chair will
explain why creating a rolling redesign is
crucial to online retail success and highlight
ways that the IRCE Focus: Web Design
conference will help attendees survive to
compete another day.
8:30 - 9:00 a.m.KEYNOTE: STARTING FROM SCRATCH ALL OVER AGAIN: HOW WAYFAIR PULLED TOGETHER 200+ SITES TO REINVENT ITSELFMike O’Hara, vice president, engineering,
WayfairMost e-retailers think of a site redesign as a
refresh to adopt the latest design techniques.
That was not the case with Wayfair, No. 52,
in the Internet Retailer Top 500. In 2011,
after selling online as CSN Stores for nine
years with more than 200 product-specifi c
domain names, the company consolidated
all products under the Wayfair brand and
URL. That necessitated a front-to-back
revamp of the web site. Our keynote speaker
will explain how the company executed a
complex site redesign while maintaining
sales growth and not losing SEO juice or
disrupting major procedures. He’ll provide
pointers that all e-retailers can use when
redesigning a site — and perspective that
no matter how extensive your redesign is, it
can’t be as ambitious as Wayfair’s was.
9:00 – 9:30 a.m.EASY FIXES YOU CAN DO RIGHT AWAYAndrea Marron, managing director, digital,
Nicole MillerWell-considered, self-contained web site
tweaks pay big dividends when tested fi rst
and deployed as part of a comprehensive
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strategy. Our speaker from apparel
e-retailer Nicole Miller will reveal how simple
enhancements such as free shipping and
improved product presentation helped
double web sales in a year. She’ll outline
how to identify which design changes
have greatest potential, how to measure
the impact the changes will have on site
functions and sales lift and how to test and
then implement to maximize ROI.
9:30 – 10:15 a.m.USABILITY TESTING: THE REAL VOICE OF THE CONSUMERBryon Colby, senior vice president, digital
commerce, Cornerstone Brands; Bernardine
Wu, president, FitForCommerce How consumers use sites and what they
expect from sites are always changing. An
expert tester and an e-retailer will show how
to harness insights from understanding the
consumer psyche, how shoppers navigate
your site and which design features engage
them and lead to a purchase. They will
dissect usability testing options including
eye tracking, card sorting and focus
groups — both in- and out-of-lab. They will
identify which tests are best for specifi c
circumstances and explain how test results
guided design decisions that improved
conversion.
9:45 a.m. – 6:30 p.m.EXHIBIT HALL OPEN
10:15 – 11:15 a.m.BREAK
11:15 – 11:45 a.m.7 QUIRKIEST THINGS WE LEARNED FROM USABILITY RESEARCH AND A/B TESTINGJag Bath, senior vice president, product,
RetailMeNotIt’s a sure bet that consumers don’t use your
site in ways you expect them to — or that
are even logical or intuitive. RetailMeNot,
provider of online coupons and discounts,
has run thousands of tests on how
consumers use its site. Results of some
tests left designers and execs scratching
their heads — but also prompted signifi cant
changes to the site once they better
understood how shoppers navigate the
site. Our speaker will describe the weirdest
results and how even those results provided
insights that improved the site experience.
11:45 a.m. – 12:15 p.m.FEATURED ADDRESS: CUSTOMERS CALL AND NEWEGG RESPONDS WITH BETTER SITE DESIGNSoren Mills, chief marketing o� cer, Newegg North America$3 billion online retailer Newegg knows its
best customers — cold. That fact is refl ected
in Newegg’s constantly changing approach
to web site design. Newegg was an early
adopter of advanced site search, customer
ratings and reviews, personalized product
recommendations and deep product
content. Our featured speaker will explain
how Newegg uses web analytics data,
customer service interactions and rating and
reviews to improve the core e-commerce site
and sync it with mobile commerce and social
media. He will explain what other retailers
can learn from Newegg’s accomplishments —
and challenges — with site design.
12:15 – 1:15 p.m.LUNCH
1:15 – 1:45 p.m.GETTING THE PRODUCT DETAIL PAGE RIGHTRené Charles Arseneau, vice president,
marketing, Against Nudity; Steve
Weiskircher, chief information o� cer,
ThinkGeekThe complex product detail page, your
site’s strongest conversion driver, poses
design challenges as best practices evolve
with changing shopper expectations. In this
session, our speakers will explain how to
prioritize scores of elements in the product
presentation hierarchy to provide a clear
path to the “buy” button. They will show how
to optimize photos without killing page load
time, where to position product descriptions,
reviews and shipping details, when it’s
appropriate to show related products and
how to incorporate social components.
1:45 – 2:15 p.m.STREAMLINING THE CHECKOUT PROCESSJohn Tucker, vice president, member
experience, Trunk Club; Michael Boeke,
design and UX lead, BraintreeBenefi ts of a superior online experience
swiftly go “poof” if a roadblock impedes
checkout; the retailer loses sales and
shoppers are unlikely to return. A clear and
trustworthy path through checkout is critical.
Hear how one e-retailer, with a focus on
personalized service, enhanced checkout
with one-click payment, the resulting
conversion improvements and how this
feature will be extended to mobile shoppers.
An online payments expert will detail how
to build the payments piece of a site so it’s
user-friendly.
2:15 – 2:45 p.m.THE LATEST COLOR TRENDS IN DIGITAL DESIGNYoav Schwartz, chief executive o� cer,
founder, Uberfl ipConsumers respond to color in ways of
which they may not even be aware. And
how they respond to certain colors changes
as those colors go in and out of fashion.
That makes color a powerful force that can
signifi cantly enhance a web site’s success.
An expert on the importance of color in web
site design will discuss the psychology of
color and the secrets of e� ective use of color
in digital design, including how many colors
to use, which colors prompt certain emotions
and actions, color values, the relationship of
colors to each other and more.
2:45 – 3:30 p.m.BREAK
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3:30 – 4:15 p.m.THE VIDEO TESTING SECRETS YOU NEED TO KNOWJohn Cecil, author, The Video Marketing Revolution; Additional speaker TBA
A/B test results guide web site design
choices, yet few e-retailers perform A/B
testing on video. Video content and
presentation contain numerous, multifaceted
components that can be compared and
evaluated to determine which options
perform best. A testing expert will
demonstrate how to pick winners for types
of video talent (your CEO vs. an actor),
wardrobe colors, types of scripts, run time,
background music and more. He will be joined
by a marketer who will provide details about
his company’s specifi c experiences in A/B
testing of videos.
4:00 – 6:30 p.m.EXHIBIT HALL COCKTAIL RECEPTION
4:15 – 4:45 p.m.20 SITES THAT DO SOMETHING REALLY WELLStu Silverstein, user experience consultant,
stuartsilversteindesignNo web site excels at every conceivable
measure but there are some sites whose
outstanding design heightens one specifi c
aspect above others in the industry. In this
fast-paced session, a design and usability
expert will show 20 sites whose stellar
execution makes them a rock star in one
particular area. Expect to see a broad range
of inspiring examples in navigation, checkout,
imagery, integration of social media, video,
product descriptions and mobile, and hear
detailed explanations of what makes each one
worth emulating.
WEDNESDAY FEBRUARY 12 Web Design Conference Day 2
8:30 – 9:00 a.m.KEYNOTE: HOW KEEPING CURRENT CREATES SUCCESS AT CAFEPRESSSumant Sridharan, president, CafePress.comWith a growth rate almost two and a half
times the industry’s growth, CafePress is
doing something right. A top priority is
keeping up with the latest look and feel
of retail web sites and doing it in a way
that connects with its audience. CafePress
presents unique, user-designed and
commercial, personalized products in an
ever-changing backdrop that highlights
current themes and issues. Our day two
keynote speaker will talk about the design
challenges of staying up with current
events, holidays, changing fashions and
product demand. He will detail CafePress’
design process that ensures key segments
of the company are in agreement on
each approach and how the process
accommodates di� ering points of view.
9:00 – 9:45 a.m.INTEGRATING SOCIAL MEDIA TOOLS INTO YOUR SITE DESIGNTom Montgomery, co-founder, head of
marketing, web design, Chubbies Shorts;
Additional speaker TBA
Designers are deluged with new social
media tools to consider adding, but how
do you weigh which bells and whistles
are right for your customer? Discover
social media tools you can incorporate
right away that deliver a personalized
experience yet don’t require custom
development, saving cost and time. An
e-retailer that recently added a host
of social plug-ins, will detail why the
company chose the ones it did and the
conversion results the features have
delivered.
9:45 a.m. – 3:00 p.m.EXHIBIT HALL OPEN
9:45 – 10:15 a.m.NEW CONTENT CHALLENGES THAT SOCIAL SITES CREATEVeronica Valladares, vice president, Dress Barn; Frank O’Brien, founder, ConversationIn the social media realm, doing things right
can yield compelling, instant results. But
that presents new, unexpected challenges.
When an e-retailer’s images are re-pinned
on Pinterest, that company is obliged to
post more new photos to keep its own site
imagery fresh. Companies with big followings
on Twitter and Facebook may restructure
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job responsibilities or sta� up to meet the
demand for fresh content. Our speakers will
explain how to anticipate cause and e� ect of
social initiatives, how to measure ROI and the
rewards of social initiatives.
10:15 – 11:15 a.m.BREAK
11:15 – 11:45 a.m.LEVERAGING CONSUMER-GENERATED CONTENT FOR SEORyan Gripp, manager, e-commerce, digital
marketing, H2O PlusIt’s no longer enough to simply allow
customers to contribute to your product
reviews, blogs, social network postings,
forum discussions, photos, videos or
wikis. Such content generated outside your
organization can amp up your search results
— but only if presented in a manner that
encourages a continuous fl ow of new material.
Hear from a retailer SEO expert how a
strategy that incorporates fi ltering, indexation
of targeted phrases and links viewed as useful
to the community can boost search visibility
that drives tra� c and sales.
11:45 a.m. – 12:15 p.m.FEATURED ADDRESS: COMMUNICATING THE BRAND VALUE THROUGH DESIGNJennifer Sidary, head of Zappos Couture,
ZapposZappos.com focused on the customer
experience to make a name for itself in
selling shoes. Today, Zappos has branched
out and o� ers couture products and an
extensive luxury brand portfolio on Couture.
Zappos.com. Signifi cant growth in three
years proves that the right design approach
can result in product line extensions and new
customers and revenue. The head of Zappos
Couture will discuss how Zappos, now a unit
of Amazon, built on past success and applied
principles of design to move into a new
source of revenue and profi ts.
12:15 – 1:15 p.m.LUNCH
1:15 – 2:00 p.m.CONTENT: THE FOUNDATION OF SEO SUCCESSJe� McRitchie, vice president, marketing,
MyBinding.com; Larry Becker, principal,
Larry Becker webIn the past three years, content has taken
on a much more important role in e-retailing
success as Google now ranks sites based
on the quality of their content. This session
will help attendees analyze which products
need constant freshening of content, where
to obtain such content, how to make sure
your e� orts to create outstanding content
result in your site’s ranking high in search
results, who the ideal sta� ers are for content
strategy and where to fi nd them and how
content developers and SEO marketers can
work together.
2:00 – 2:30 p.m.RESPONSIVE DESIGN: A STEP-BY-STEP TOUR OF ONE E-RETAILER’S ODYSSEYAlaa Hassan, vice president, iNetVideo.comThough responsive design has many
evangelists, some soon forget the bumpy
path they took to get there — the hurdles
scaled, the tradeo� s and tough decisions.
In this session, you’ll hear from an e-retailer
that recently made the switch and will
detail what factored into the decision to go
responsive versus a mobile-only site, the
extensive planning and testing involved,
tools used and the impact on sales now that
the web site is rendered in optimum fashion
for smartphones and tablets.
2:30 – 3:00 p.m.BREAK
3:00 – 3:30 p.m.HOW MOBILE-FIRST DESIGN DRIVES SALES ACROSS ALL SCREENSAnnie Trombatore, director, product,
JackthreadsEmbracing a “mobile-fi rst” design strategy
is laudable, but what does that mean from
a practical standpoint? What tradeo� s
must you accept to ensure the experience
is optimal across all devices? Our presenter
will outline must-have design enhancements
and which seemingly irresistible refi nements
to forgo when the objective is speediest,
streamlined navigation. At Jackthreads,
substance of content is as crucial as how
that content is presented. You’ll hear new
ways to refi ne design without undermining
content as a trust-builder.
3:30 – 4:15 p.m.LIVE REVIEWS: WHERE DOES YOUR SITE STAND OUT — OR NEED IMPROVEMENT?Steven Donaldson, president, founder,
RadiantBrands; Craig Smith, chief executive
o� cer, founder, Trinity InsightThe Web Design conference will wrap
up with the ever-popular live site design
critiques. Our experts will review sites that
attendees volunteer from the fl oor and
highlight what the site is doing right and
where it needs improvement. Even if the
experts don’t choose your site, you’re sure to
learn a lot.
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MONDAY, FEBRUARY 10 Pre-Conference Mobile Workshop
8:45 – 9:00 a.m.WELCOME & INTRODUCTIONS
9:00 – 9:45 a.m.‘MOBILE FIRST?’ FIRST YOU NEED A DEDICATED TEAMSpeaker TBA
Mobile commerce development is a top
priority for many and for some companies
that means a “mobile-fi rst” strategy,
in which web site design is driven with
various mobile devices and screen sizes
in mind and business decisions across
the organization are infl uenced largely
by mobile objectives. In this session, an
e-retailer will detail genesis of its mobile
fi rst strategy, the sta� ng resources
required and next steps to ensure store
associates are as well-informed about
the retailer’s sites and apps as their very
mobile-savvy customers.
9:45 – 10:15 a.m.MOBILE SITE REDESIGN: SETTING YOUR PRIORITIESBraden Hoeppner, vice president, web sales,
Coastal Contacts; Ben Terrill, vice president,
customer success, MobifyOnly a year after it launched a mobile web
site, Coastal.com moved to its second-
generation mobile commerce site. The
site has a new design, embedded product
videos, Gigya social integration for sign-in
and registration and a Try On View feature,
which lets mobile shoppers virtually try on
eyewear frames. Our speakers will explain
how they altered design elements based on
user analytics data from the fi rst mobile web
site, implemented image resizing for better
performance, added fi xes for dealing with
high-density displays and more.
10:15 – 10:30 a.m.BREAK
10:30 – 11:30 a.m.THE CHALLENGES AND OPPORTUNITIES IN USER TESTS FOR APPSFrank Panko, chief executive o� cer, co-
founder, A View From My Seat; Bob Moul,
chief executive o� cer, ArtisanA/B testing is often used to identify web
site refi nements. But such testing has been a
challenge on apps, which do not reside at a
central location and which require consumers
to download and install. Advances in
technology have made such testing possible.
Our speakers are from a company that
developed A/B testing systems for apps and
a retailer who improved its app based on
A/B testing. They will show how to test and
improve your app without having to wait for
the Apple approval process required when
developers make changes to an app.
11:30 a.m. – 12:30 p.m.WHAT INFO SHOULD A MOBILE PRODUCT PAGE PRESENT?Ken Au, director, e-commerce, Abt Electronics; Josh Zapin, global director,
global e-commerce, CrocsProduct info on mobile is much di� erent
from product info on a web page. But it’s not
MOBILECOMMERCE
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just a matter of cutting back. Remove the
wrong pieces and sales will su� er. Retailers
must measure the impact of every piece of
information to know which prompts sales,
and get rid of stu� that gets in the way. Our
speakers will explain which information is
most important, how to balance competing
needs of marketing, merchandising and
site performance, how to test results, make
refi nements and whether mobile content
should a� ect web site content.
12:30 – 1:30 p.m.LUNCH
1:30 – 2:00 p.m.AT YOUR FINGERTIPS: HOW METLIFE’S MOBILE AND DIGITAL INITIATIVES WILL RE-INVENT HOW CONSUMERS BUY INSURANCE Gary Hoberman, senior vice president, chief
information o� cer, regional application
development, MetLife; Alex Schmelkin, chief
executive o� cer, founder, AiMobile plays a starring role in how global
insurance provider MetLife is re-engineering
how consumers will purchase insurance,
with sites and mobile apps that integrate
the digital presentation of its products to
span di� erent device screens, and support
customer service and even face-to-face
interactions with agents. Learn how MetLife’s
top application development executive and
his team are building out sites and apps
for maximum utility and continuity across
all channels, and gain insights into the best
practices in mobile development.
2:00 – 2:45 p.m.SECRETS OF CREATING A RESPONSIVE DESIGN FOR SMARTPHONE AND TABLET SITESMichael Layne, director, internet marketing,
Fathead; Erick Barney, director, marketing,
Motorcycle SuperstoreResponsive web design that detects the type
of device a consumer is using and adjusts the
web site format accordingly is a hot concept
that o� ers great benefi ts as well as some
obstacles. Our speakers in this session will
explain how responsive web design works in
their organizations, the challenges to smooth
operation, the benefi ts and drawbacks to
responsive web design and how they have
refi ned their responsive web design program
based on what they have learned so far.
2:45 – 3:00 p.m.BREAK
3:00 – 3:45 p.m.A CRUCIAL STEP: COMPRESSING DATA FOR MOBILE DOWNLOADSScott Newman, chief executive o� cer,
president, US Markerboard; Brian Houlding,
IT manager, US MarkerboardCompressing data — making videos, images
and other fi les smaller for faster page
loading — is important in web site design
and even more important for mobile sites.
Our speakers will discuss the ways data can
be compressed, how to fi nd a vendor that
will do the job reliably at a reasonable price
and costs and benefi ts of data compression.
3:45 – 4:30 p.m.LIVE REVIEWS: WHERE DOES YOUR SITE OR APP STAND OUT — OR NEED IMPROVEMENT?Brian Klais, chief executive o� cer, founder,
Pure Oxygen Labs; Jeremy Black, director,
retail, hospitality, Pivotal LabsThe Mobile Commerce conference Workshop
will wrap up with the ever-popular live
critiques of mobile sites and apps. Our
experts will review sites and apps that
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attendees volunteer from the fl oor and
highlight what they are doing right and
where they need improvement. Even if the
experts don’t choose your site or app, you’re
sure to learn a lot.
4:00 – 6:30 p.m.EXHIBIT HALL WELCOME RECEPTION
TUESDAY FEBRUARY 11 Mobile Commerce Conference Day 1
8:15 – 8:30 a.m.WELCOME & INTRODUCTIONBill Siwicki, managing editor, mobile
commerce, Internet RetailerThe IRCE Focus: Mobile Commerce
conference will kick o� with insights into the
future of mobile commerce and marketing.
Conference chair Bill Siwicki, who heads up
Internet Retailer’s mobile coverage, will look
at the continuing evolution of mobile and
provide guideposts for attendees looking to
get the most out this conference.
8:30 – 9:00 a.m.KEYNOTE: QVC SHOWS THE FUTURE OF MOBILE COMMERCETodd Sprinkle, vice president, platform,
content innovation, QVCQVC is at the forefront of the rapidly
developing mobile commerce revolution.
Mobile accounts for an astounding $1 billion
in sales, up 32% from the year before. QVC
ranks No. 3 in mobile commerce retail
sales, behind only Apple and Amazon. In a
foretaste of the future, an amazing 45% of
QVC’s Japanese e-commerce sales come in
via mobile devices. Our keynote speaker will
explain QVC’s mobile commerce strategy,
how consumers’ quick shift to mobile has
changed how the company operates, the
benefi ts besides sales that QVC gets from
mobile and how QVC’s mobile strategy is
evolving as more consumers go the mobile
route.
9:00 – 9:45 a.m.STATE OF THE MOBILE MARKET AND HOW IT’S EVOLVEDGian Fulgoni, executive chairman, co-
founder, comScore; Mark Brohan, director,
research, Internet RetailerMobile technology has experienced one of
the fastest rates of consumer adoption in
the history of technology. This session will
examine the state of the mobile market
today. Our fi rst speaker will examine:
Who are the users? What are their
demographics? What do they buy? How do
they use their phones and tablets to shop?
How does their mobile shopping behavior
di� er from their web shopping behavior?
Our second speaker will report on retailers’
and marketers’ mobile initiatives and
how quickly they have responded to the
consumer-led revolution.
9:45 a.m. – 6:30 p.m.EXHIBIT HALL OPEN
9:45 – 10:15 a.m.HOW TO WORK WITH YOUR VENDOR TO ACHIEVE MOBILE SUCCESSJoshua Stanley, technology product
manager, web, mobile, ZapposMobile commerce marketing and technology
moves so fast that marketers have a hard
time keeping up. Many hire vendors whose
sole job is to keep abreast of the mobile
business. While this route has benefi ts,
it creates management challenges in
overseeing the vendor’s work, making sure
you’re getting what you need and that
your vendor is keeping you current with
the market. Our speaker will address the
challenges and benefi ts of using vendors and
help attendees devise a strategy for keeping
vendors aligned with goals and objectives.
10:15 – 11:15 a.m.BREAK
11:15 – 11:45 a.m.10 THINGS TO UNDERSTAND ABOUT RESPONSIVE DESIGNSpeaker TBA
It’s a hot topic because it promises a single
web site that serves all consumers well, no
matter if they’re on a desktop computer,
tablet or mobile phone. But responsive
design isn’t easy and it raises new questions.
Do you start with the smallest or largest
screen when designing a site? At what break
points do you revise elements the consumer
sees? How do you ensure the site loads fast
and how will a responsive site work with
existing technology? Learn about the most
important problems designers face when
going responsive and how to solve them.
11:45 a.m. – 12:15 p.m.RESPONSIVE WEB DESIGN IS BECOMING MORE REFINED — AND MORE RESPONSIVEChris Boomhower, director, e-commerce,
Jewelry Warehouse; Soumen Das, chief
executive o� cer, UniteU TechnologiesSome technology companies are developing
further refi nements to responsive web design
— in which a site’s format responds to the
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device the consumer is using. Our speakers
will discuss the advantages of combining
server-side technology with the power of a
consumer’s mobile browser to mitigate the
responsive design issues of page weight and
speed. By presenting each device with the
correct design elements, the device has a
smaller amount of code to process, providing
customers speed and ease of use while
navigating a site tailored to their device.
12:15 – 12:45 p.m.FEATURED ADDRESS: TWITTER’S FUTURE: WHAT THE LEADING MOBILE MARKETING MEDIUM HAS IN STORE FOR RETAILERSTwitter executive
Timeliness in snaring customers today means
e-marketers must have a mobile marketing
strategy. And for many marketers, that
means Twitter. In fewer than eight years,
Twitter has had a huge impact on marketing
in the e-retail world. Our featured speaker
will address the ways marketers can use
Twitter, both mobile and on the Internet,
including how marketers can tap into the
Twitter conversations going on around TV
shows, sports and news events. He’ll also
talk about non marketing ways marketers
are using Twitter, such as for customer
service or to create games, and about
Twitter’s upcoming features.
12:45 – 1:45 p.m.LUNCH
1:45 – 2:15 p.m.HOW TO FIND MOBILE STAFF AND BUILD A TEAM Geo� rey Robertson, vice president, U.S.
e-commerce strategy, planning, W.W. Grainger; Kenneth Weiss, director, direct
marketing, Things RememberedIn an industry as new as mobile, fi nding the
sta� to keep you ahead of the game is a
challenge. While some turn to outside help,
others believe success comes from sta� ng
internally. Even if you outsource, you still need
knowledgeable sta� to manage the
vendor relationship. Our speakers, from two
companies who are hiring their own mobile
experts, will explain what they look for in
sta� , how to fi nd the right talent, how to train
internal sta� to take on mobile duties and
what mobile professionals require to be happy
and stay with you.
2:15 – 2:45 p.m.THE LATEST M-COMMERCE WEB SITE DESIGN TACTICSCory Pulice, vice president, e-commerce, e.l.f. Cosmetics; Pinny Gniwisch, adjunct professor,
McGill UniversityWhile the mobile industry is focusing much
attention on responsive design, many
design approaches exist that require deep
understanding of business goals and customer
motivation to create a satisfying user
experience. Ice.com and e.l.f. Cosmetics both
o� er robust m-commerce sites with features
and functions designed to convert mobile
browsers into buyers. Our speakers will explain
why they adopted their approaches and what
they have gotten out of them.
2:45 – 3:30 p.m.BREAK
3:30 – 4:00 p.m.DEVICE DEVELOPMENT: WHAT’S NEXT WITH APPLEJeremy Black, director, retail & hospitality,
Pivotal Labs Apple has major infl uence on mobile
commerce and marketing. Even though
Android devices signifi cantly outnumber
Apple iOS devices, it’s iPhones and iPads that
represent the vast majority of mobile sales.
Marketers and retailers must keep up with
Apple products to succeed in the mobile
arena. This session will answer the questions:
What’s next for Apple? Is it planning any more
revolutionary products? Are major changes
in the works for existing products? Can the
market continue to expect innovative products
now that Apple’s chief visionary is gone?
4:00 – 6:30 p.m.EXHIBIT HALL COCKTAIL RECEPTION
4:00 – 4:30 p.m.GOOGLE MOBILE: WHAT ALL MARKETERS NEED TO KNOWGoogle executive
Just as on the Internet, Google is an important
player in mobile. It’s deeply embedded in the
Android operating system on smartphones
and tablets and is encouraging marketers to
play in the mobile paid search market. And
just as on the web, marketers who don’t keep
up with Google changes will fall behind their
competitors. In this session, attendees will
gain insight — directly from Google — into
Google’s overall strategy for making mobile a
more integral part of the shopping experience
and learn tips for mobile paid search.
WEDNESDAY FEBRUARY 12Mobile Commerce Conference Day 2
8:30 – 9:00 a.m.KEYNOTE: MOBILE AT THE HUB: HOW STAPLES IS BUILDING A NEW CROSS-CHANNEL SHOPPING EXPERIENCEFaisal Masud, executive vice president, global
e-commerce, StaplesReducing its retail store footprint and
expanding online in step with an increasingly
digital customer, o� ce supplies giant Staples’
recent rollout of a redesigned mobile site
and mobile app overlays the commitment to
mobile commerce key to its broader cross-
channel strategy. On the new mobile assets,
customers can search and buy products
by category, item number, even a “what’s
new” tab, enjoying easy checkout and a
more personalized experience. With billing
information stored on Staples’ mobile app, as
well as the ability to apply coupons, shoppers
can also now buy directly from the app.
In the session, Executive Vice President of
Global E-Commerce Faisal Masud details how
Staples’ mobile initiatives are leading the way
as the company builds a superior multichannel
shopping experience.
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9:00 – 9:45 a.m.SENDING E-MAIL IN A MOBILE WORLDKevin Murphy, senior director, CRM, business
intelligence, Beyond the Rack; Kyle Lacy,
senior manager, marketing research,
education, ExactTargetStudies show that nearly half of marketing
e-mails are now opened on a mobile device.
The increasing shift in consumer behavior
from the use of desktops to mobile devices
creates huge challenges for marketers,
including how to format messages and how
to change the product pitch the message
contains. Our speakers will explain how they
have developed e-mail marketing tactics to
accommodate the new world of mobile, how
their messages have evolved as they have
learned more about the medium and what
further changes are likely.
9:45 a.m. – 3:00 p.m.EXHIBIT HALL OPEN
9:45 – 10:15 a.m.5 KEYS TO UNLOCKING MOBILE SEO POTENTIALJennifer Bell, director, web site marketing,
corporate public relations, Lettuce Entertain You Enterprises Inc.; Brian Klais, chief
executive o� cer, founder, Pure Oxygen LabsSearch engine success in mobile is di� erent
from search engine success on the Internet
— the screen is smaller so there is less real
estate to make your pitch, responsiveness
might not be as fast as online and shoppers
are usually in a want-it-now mode. Plus,
Google now ranks mobile web pages based
on its own mobile SEO guidelines, which
retailers ignore at their own peril. This
session will lay out fi ve essential steps to
making sure your ads appear at the proper
time and present a compelling message to
entice shoppers to click to your mobile site.
11:15 – 11:45 a.m.COPYWRITING FOR MOBILE — THE RULES ARE ALL NEWCarrie Seifer, vice president, strategy,
Millennial Media; Additional speaker TBA
Mobile has changed the world of copywriting
in a big way. When writing for mobile, there
is no gradual romancing of the product;
instead, the copy must grab readers’
attention right away. This session will lay out
tips and tricks for writing e� ective mobile
copy, whether you’re on Twitter, texting,
running mobile display or paid search ads,
or writing e-mail messages the shopper
will read on a mobile device. Our speakers
will provide specifi c examples of mobile
copywriting and explain why they worked or
didn’t work.
11:45 – 12:15 p.m.FEATURED ADDRESS: FLASH-SALE E-RETAILERS LEAD THE WAY IN MOBILE SELLINGSpeaker TBA
12:15 - 12:45 p.m.BEAT THE CLOCK: FINDING THE GREMLINS BEHIND SLOW MOBILE PAGE LOADSKen Harker, senior performance consultant,
KeynoteIn the mobile world, speed equates
directly to sales and success is measured
in milliseconds. Even the smallest, most
harmless-seeming misstep can kill your
page performance. For instance, that
250K banner ad, which barely registers
on the Internet, can be blocking shoppers
from fi nding a product or completing
a transaction on your mobile site. Our
speaker will discuss the importance of
page-load performance and how it’s
measured, and provide 10 concrete
examples of little devils that coders
overlooked that had big impact on mobile
page downloads.
1:45 – 2:30 p.m.THE TIME IS NOW FOR MOBILE MONETIZATIONDawn Deal, senior director, digital
marketing, emerging media, Sam’s Club;
Tom Boisvert, senior vice president, product
innovation, Triad Retail MediaRetailers have successfully monetized
their web sites beyond the shopping cart
with digital shopper marketing, brand
advertising, social media integration and
branded content. But today’s shoppers are
mobile — shouldn’t web site monetization
tools be too? Learn how Sam’s Club is
extending its digital shopper marketing to
mobile apps, the mobile web and beyond.
The session will discuss the key link between
online and mobile, completing the path to
purchase, and tactics to engage shoppers in
a nonintrusive way on their personal mobile
devices.
3:00 – 4:00 p.m.M-COMMERCE FOR SMALL RETAILERS: WE DID IT AND YOU CAN DO IT, TOOTerri Hunsinger, partner, WebUndies.com;
David Byun, president, Accessory GeeksThis session features inspiring stories from
two small retailers who took the leap into
mobile. Our fi rst speaker is a retailer whose
shares of tra� c from mobile devices doubled
in one year while mobile sales nearly tripled.
Our second speaker’s company had such
success with mobile that it redesigned its site
to better handle mobile tra� c. They’ll talk
about what it took to go mobile, how they
chose their systems and benefi ts gained. The
session — and the conference — will wrap
with attendees sharing their own stories in
an “open mic” format.
1919 Register at focus.irce.com/irwdmc
SpeakersWilliam Albert
Executive Director, Usability Center
Bentley University
Rene-Charles Arseneau
Vice President, Marketing
Against Nudity
Ken AuDirector,
E-CommerceAbt Electronics
Erick BarneyDirector,
MarketingMotorcycle Superstore
Jag BathSVP, ProductRetailMeNot
Larry BeckerPrincipal
Larry Becker Web
Jeremy BlackDirector, Retail,
Hospitality Pivotal Labs
Michael BoekeDesign and UX
LeadBraintree
Tom BoisvertSVP, Product
InnovationTriad Retail Media
Chris BoomhowerDirector,
E-CommerceJewelry
Warehouse
Mark BrohanDirector of Research
Internet Retailer
David ByunPresident
Accessory Geeks
John CecilAuthor
The Video Marketing Revolution
Dave ClukaDirector, Digital
MarketingBriggs & Stratton
Bryon ColbySenior Vice
President, Digital Commerce
Cornerstone
BrandsBrands
Soumen DasCEO
UniteU Technologies
Dawn DealSr. Director, Digital
Marketing and Emerging Media
Sam’s Club
Steven DonaldsonFounder, President
RadiantBrands
Seth DottererVice President,
MarketingConductor
Blake EllisCEO
CommerceV3
Mariano FerrarioDirector of
E-commerce SolutionsNetSuite
Gian FulgoniExecutive Chairman
& Co-FoundercomScore
Patrick GarmoeE-Marketing
SpecialistBetty’s Pies Distributing
Ethan Gi� nPresident
Groove Commerce
Pinny Gniwisch, Adjunct ProfessorMcGill University
Ryan GrippE-Commerce,
Digital Marketing ManagerH2O Plus
Michael HanreckManaging Partner
PAG
Ken HarkerSenior
Performance Consultant Keynote
Alaa HassanVice President
iNetVideo
Braden HoeppnerVice President of
web Sales,Coastal Contacts
Gary HobermanSVP, CIO, Regional
Application Development
MetLife
Brian HouldingManager, IT
US Markerboard
Terri HunsingerPartner
WebUndies.com
Darren JohnsonBusiness
Development Manager
Betty’s Pies Distributing
WEB DESIGN + MOBILE COMMERCE
2014 IRCE FOCUS PREVIEW GUIDE
Jennifer BellDirector, Web Site
Marketing, Corporate Public
RelationsLettuce Entertain
You Enterprises Inc.
WEB DESIGN + MOBILE COMMERCE
20ORLANDO, FL | HYATT REGENCY 20
Darren JohnsonDirector,
E-CommerceLoveSac
Tim KilroyCEO
AdChemix
Scott KincaidVP, User
ExperienceUsability Sciences
Brian KlaisChief Executive O� cer, Founder
Pure Oxygen Labs
Kyle LacySr. Manager, Marketing
Research & Education
ExactTarget
Michael LayneDirector, Internet
MarketingFathead
Josh LevineCo-Founder, Chief Experience O� cer
Ai
Tom MontgomeryCo-Founder, Head of Marketing, Web
DesignChubbies Shorts
Bob MoulCEO
Artisan
Kevin MurphySenior Director, CRM, Business
IntelligenceBeyond the Rack
Scott NewmanPresident, CEO
US Markerboard
Frank O’BrienFounder
Conversation
Mike O’HaraVP, Engineering
Wayfair
Frank PankoCEO
A View From My Seat
Mike PitoneSenior Manager,
Product Management, UXUrban Outfi tters
Cory PuliceVice President, E-Commerce
e.l.f. Cosmetics
Wil ReynoldsFounder
Seer Interactive
Geo� rey RobertsonVP, U.S.
E-Commerce Strategy, Planning
W.W. Grainger
Ash SallehSEO LeadZappos
Sam SarulloVice President, E-Commerce
Lakeshore Learning
Alex SchmelkinPresident
Ai
Justin SchoenNatural Search
Program ManagerREI
Yoav SchwartzCEO, Founder
Uberfl ip
Carrie SeiferVice President,
StrategyMillennial Media
Paul ShraterCo-FounderMinimus.biz
Jennifer SidaryHead of Zappos
CoutureZappos
Bill SiwickiManaging Editor,
Mobile CommerceInternet Retailer
Craig SmithFounder, CEOTrinity Insight
Stephan SpencerCo-Author
The Art of SEO
Todd SprinkleVice President
Platform, Content Innovation
QVC
Sumant SridharanPresident
CafePress.com
Joshua StanleyTechnology
Project Manager, Web, Mobile
Zappos
Ben TerrillVice President,
Customer SuccessMobify
Annie TrombatoreDirector, Product
Jackthreads
John TuckerVice President,
Member ExperienceTrunk Club
Veronica Valladares
VPDress Barn
Steve WeiskircherCIO
ThinkGeek
Kenneth WeissDirector, Direct
MarketingThings
Remembered
David WorkmanManager,
E-Commerce Operations
Delta Apparel
Bernardine WuPresident
FitForCommerce
Josh ZapinGlobal Director,
Global E-Commerce
Crocs
Rich LyonsPresident & CEOLyons Consulting
Group
Andrea MarronManaging
Director, DigitalNicole Miller
Faisal MasudExecutive Vice
President, Global E-Commerce
Staples
Je� McRitchieVP, Marketing
MyBinding.com
Bryson MeunierDirector, SEO
StrategyResolution Media
Soren MillsCMO
Newegg North America
Ross MonaghanDirector, Search
Engine MarketingZeon Solutions
Inc.
Stu SilversteinUser Experience
Consultantstuartsilversteindesign
2121 Register at focus.irce.com/irwdmc
2014 IRCE FOCUS PREVIEW GUIDE
Exhibit Hall OverviewDiscover the Latest in Web Design + Mobile Commerce Technology and ServicesLocated adjacent to the session rooms
and registration area, the IRCE Focus:
Web Design + Mobile Commerce exhibit
hall features companies ready to provide
solutions for your business. Discover
partners who will improve your companies
ROI! With over 80 solution providers
expected to exhibit, the combined exhibit
hall will bring the best resources in
e-commerce to one venue. The result will
be an unparalleled collection of services
and solutions to address the needs of any
size business.
Connections that MatterNetwork with industry peers, have some fun and take a shot at winning one of several prizes that will be
ra� ed o� in the exhibit hall during the following events.
• Welcome Reception – The Exhibit Hall serves as the site of the Welcome Reception to be held on
the evening of Monday, February 10, from 4:00 to 6:30 p.m. Open to all attendees, the reception
includes complimentary beer, wine and hors d’oeuvres.
• Beverage Breaks - All mid-morning and afternoon beverage breaks on Tuesday, February 11 and
Wednesday, February 12 will be located in the Exhibit Hall and provide excellent opportunities to
meet and greet your peers and the best solution providers in the e-commerce business.
22ORLANDO, FL | HYATT REGENCY 22
WEB DESIGN + MOBILE COMMERCE
Exhibit Hall OverviewInterested in Exhibiting?To reserve a booth, or for more information about
exhibiting and sponsorship opportunities, please contact:
EXHIBIT SALES
IR Events Group, 800-352-4723
Exhibit Hall HoursMonday: 4:00 p.m. – 6:30 p.m.
Tuesday: 9:45 a.m. – 6:30 p.m.
Wednesday: 9:45 a.m. – 3:00 p.m.
• Cocktail Reception - The Exhibit Hall serves as the site of the Cocktail Reception to be held on the
evening of Tuesday, February 11, from 4:00 to 6:30 p.m. Open to all attendees, the reception includes
complimentary beer, wine and hors d’oeuvres.
• Ra� e Drawings – IRCE Focus: Web Design + Mobile Commerce 2014 a� ords attendees several
opportunities to win ra� e prizes, with none being more coveted than the brand new Apple
MacBook Pro with Retina Display! The drawing will take place in the Exhibit Hall during the last
break on Wednesday, February 12.
More than 80 companies specializing in E-Commerce solutions will be exhibiting, including:
IRCE Focus Web Design + Mobile Exhibiting Companies
3dcart
Ai
AlertSite by SmartBear
Altius
Americaneagle.com
At Cost Fulfi llment
Authorize.Net
Avalara
Beacon Technologies, Inc.
Branding Brand
Celebros
CLI
Conductor
Corra
eGifter
EYStudios
FitForCommerce
Fortune3 Ecommerce
GoECart
Gorilla Group
Groove Commerce
Internet Retailer
Kalio
Liveclicker
Lyons Consulting Group
MarketLive
Miva Merchant
MyBuys
Nextopia Software
Optimizely
Ortery Technologies Inc
Perfecto Mobile
ROI Revolution
SearchSpring
SLI Systems
Snap36
Social Annex
TurnTo
Unbound Commerce
UniteU
UserZoom
Current as of 10/31/2013
Get in touch! The future of commerce is evolving faster than ever, online
and on the go. In order to stay on top, we’ve combined two powerful events
into one premier destination. IRCE Focus will teach you how to tap into
tomorrow’s design strategies and move your business forward with mobile
commerce. Discover how to activate more users, create better interfaces
and promote seamless transactions, wherever your customer engages you.
The place to be in February is Florida. The time to book is now.
Register by December 31 and save $200 on your full conference pass!
Web Design+
Mobile CoMMerCeFebruary 10 - 12, 2014 | Hyatt Regency Orlando