As VP, Website Effectiveness, Larry Becker helps RKG clients improve online usability and conversion.

Larry is recognized within the online retail industry for expertise in site design and content, marketing, merchandising, and sales.

Larry’s Effective Website column appears regularly in Multichannel Merchant and he has served as judge at the annual I-merchant awards. He speaks frequently at industry events including Shop.org’s merchandising and marketing events, Ad:tech, Internet Retailer, E-tail, and The DMA’s Annual and Catalog conferences.

Larry has been profiled in “Operations and Fulfillment” Magazine and quoted in industry publications and books. Larry has taught for Marketing Profs and been a guest lecturer on website usability and e-commerce at The University of Virginia’s McIntire School of Commerce.

Prior to joining RKG, Larry worked at Crutchfield Corporation as VP, E-commerce with primary responsibility for the company’s website and online marketing efforts.

Under Larry’s leadership, Crutchfield’s Internet presence received “best of the web” recognition from Time.com, Forbes, and Kiplinger, and received multiple Bizrate Circle of Excellence and Internet Retailer Top 50 awards, as well as multiple I-Merchant / Catalog Age Gold Awards.

At Crutchfield, Larry was responsible for design and usability of all website features including cart, checkout, search, navigation, product categorization, and product presentation. He also directed the profitable management of a significant online customer acquisition budget.

Larry energized the Crutchfield email program, increasing email capture rate, deliverability, frequency, and segmentation. He piloted site merchandising projects to develop internal solutions for dynamic cross-selling, “good,” “better,” “best” merchandising, and, “shop-by-feature.”

Larry pioneered Crutchfield’s site analytics program integrating 3rd party web analytics tools, an internal A/B split testing platform, and usability testing.

Larry also produced a website for a unique online partnership between Sony Electronics and Crutchfield, successfully managing brand guidelines and e-commerce integration across the two companies.

Larry attended the University of Virginia where he received a BA with Distinction and was an invited member of the Special Scholars Program. Prior to his career in e-commerce he worked as a musician and writer.