Eye Tracking Specialist Offers Web Site Conversion and Customer Experience Solutions at Annual Internet User Experience Conference

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Vice President of Research and Customer Experience Presents and Joins Expert Panel on Eye Tracking in Ann Arbor, Michigan

The Eye of the Storm

Top industry speakers, practitioners, and authors will provide participants the most complete package of internet user experience design training, case studies, and real world examples at the sixth annual IUE2010 in Ann Arbor, Michigan. Vice President of Research and Customer Experience, Cathleen Zapata, will be both a featured speaker as well a panelist as part of Metrics Marketing Group’s speaking tour on eye tracking and the user experience.

Cathleen Zapata will present, “Utilizing Eye Tracking to Improve the User Experience” explaining how best in class user research labs are incorporating eye tracking to improve Web site conversion and the overall customer experience. Zapata will share the latest eye tracking research, tips and trends based on what she has learned from tracking the eye movement of online users. In addition, she will provide insight on how incorporating measurable data adds significant value to the user-centered design process and to user research studies. The presentation will take place during the eye tracking track from 2:00-3:00pm on Monday, July 26, 2010.

“I have had the unique opportunity to travel throughout the U.S. and Europe this past year to speak about the impact of eye tracking on user research,” explained Zapata. “I am thrilled to share my experiences with eye tracking and how it improves the bottom line results for our clients.”

Zapata will also participate in “The Eye of the Storm” a special panel and reception sponsored by SensoMotoric Instruments. During this session panelists will share insight and experience on both the technology and practical use of eye tracking. Panelists will also discuss how eye tracking contributes to user research, if eye tracking is worth the added expense and complexity, how to decide if eye tracking is the right tool for research, how to overcome eye tracking challenges, and what the next innovations may be in eye tracking research. Zapata will join industry experts including Kate Caldwell (UX Research & Consulting), Dante Murphy (Digitas), and Ania Rodriguez (KeyLime Interactive). The panel session will take place on Monday, July 26, 2010 from 6:00-7:30pm.

IUE2010 will cover most aspects of Web site design and strategy, including user experience design, graphics, branding, social networking, accessibility, effective web writing, the migration to mobile, and enhancements that drive customers to your site. The conference has been held annually since 2005 to foster improving today’s Web site user experience. Metrics Marketing Group will be a Silver Sponsor at this year’s event. Attendees will have the opportunity to visit our booth July 26-28, 2010 at the Morris Lawrence Building.

About Cathleen Zapata
Cathleen Zapata is currently VP, Research & Customer Experience at Metrics Marketing Group and President of the Northeast Ohio Usability Professionals’ Association. The Usability Professionals’ Association is one of the most trusted organizations in the field of usability with over 2500 members worldwide. She has over 15 years experience in quantitative and qualitative research, specializing in Web site Usability. Her background includes a wealth of experience in usability testing, heuristic evaluations, user research and conversion enhancement strategies. She has recently architected and developed MetricsLabSM, a ground-breaking customer experience research facility, making Metrics Marketing one of the only firms with a full solution of both owned in-lab and mobile eye-tracking in the entire U.S.

Cathy has contributed to the Usability Book of Knowledge, regularly teaches on topics of Web Usability at local, national and international colleges, conferences, and events, and has worked with numerous Fortune 500 companies on their user research and Web site optimization needs.

About Metrics Marketing
Based in Cleveland, Metrics Marketing offers comprehensive analytics-driven database and interactive marketing by providing the following services: automated/triggered marketing systems, marketing database development and hosting, email strategy and deployment, predictive modeling, segmentation analysis, search marketing, creative services, website design, development and hosting, web usability, web analytics, user research, traditional market research and Customer Relationship Management (CRM) strategy consulting.

Metrics Marketing Group is located at 905 Corporate Way in Westlake, Ohio. Additional information can be found at http://www.metricsmarketing.com.

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