Michael Layne leads Fathead’s Web Speed Team, a group of marketing, design, technology and content experts focused on delivering an exceptional user experience and maximizing e-commerce revenue. Michael has held this role since 2006, shortly after Fathead was launched. Prior to Fathead, he served in a number of roles at American Blind and Wallpaper Factory, leading the training, human resources and web content teams. Michael spent 15 years as an educator and taught French, French Literature, Comparative Literature, Literary Criticism and Film Studies as a member of the faculty at the University of Oklahoma.
Some e-retailers are still just getting their arms around responsive web design, where a single web site adjusts to the size of the screen a visitor is viewing, any screen, all from one code base and one set of web content. Increasing responsive design is being deployed in new and different ways. Should retailers incorporate responsive design, how do they incorporate it, and most importantly, what will responsive mean to sales? Just past the two-year mark on a responsive design that underlies its presence on desktops, smartphones and tablets, Fathead.com has answers. In 2013, the first full year of its responsive design, sales rose 5%, driven largely by a whopping 74% increase in mobile sales. Fathead may have chosen the responsive route based on solid study, but it’s blasting toward year three of the implementation based on solid results. In this session, find out what this pioneer of web design has learned about responsive design, how the changes it’s made as a result now drive even stronger performance and how it’s staying a step ahead of this fast-evolving web design approach.