After interviewing hundreds of retailers over the years I walked away with the idea that many are unaware of the effectiveness level of their websites. After all, even though all of us probably spend an appreciable amount of time surfing the web, most of us know as much about what makes Google tick as we know about quantum physics.

Lots of retailers I have talked with have started out some years back with a pretty simple website, a site put together by that pimply-faced kid down the street. Some years later after a phone call from some slick sales guy, using words like, Boolean and anti-aliasing followed by the big clincher: Those essential acronyms like GCI and SEO that are sure to impress but in reality in terms of what they mean the guy might as well be speaking Bulgarian.