Lisa Dyson

When Nielsen//NetRatings released its Internet retail report card in April, it came as no surprise that Lands' End ranked second in visitor-to-customer conversion. With a Web site that focuses on how customers interact with, shop for and purchase its products, Lands' End has been able to realize conversion rates well above the industry norm—14.8 percent versus 4.9 percent, according to Nielsen's report. The cataloger's director of Internet marketing, Lisa Dyson, spoke with Target Marketing recently about how its behind-the-screen research is leading to on-screen results. Target Marketing: What are some of the tactics Lands' End uses to optimize the online shopping experience? Lisa

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