Amy Schade

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

Last week in this space, I discussed the first five web design mistakes highlighted in an Oct. 13 Target Marketing-sponsored presentation titled 10 Mistakes Your Website Is Making (And How to Fix Them). Speakers included Amy Schade, a director at the Nielsen Norman Group, and Matt Poepsel, vice president of performance strategies at Gomez, which was also the event's sponsor. I moderated.

Web sites have been around a while, but the basic usability obstacles—finding products, showing production information, adding products to the cart and an easy-to-use checkout process—still persist. Solutions were offered recently at the June 4 All About eCommerce Virtual Conference & Expo, produced by eMarketing & Commerce (eM+C). In one of the live sessions, "How to Make Your Site More User-Friendly," Amy Schade, director of the Nielson Norman Group, a Silicon Valley-based usability consultancy, tackled the following challenges:

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