John Simonson, president of Webstream Dynamics & 5 Star Store Reviews, talks about the importance of a retailer’s website in delivering consumers to the retailer’s brick and mortar store. Simonson reviews the points that make websites productive and how retailer's can evaluate their current site to determine its effectiveness. He also talks about the range of costs in developing and maintaining a first-class site and how a retailer can identify exactly where to direct improvements.