User Experience and Conversion Expert Cures E-commerce Ailments at Shop.org Conference for Retailers

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Metrics Marketing Group Joins Industry Veterans at, “The Doctor Is In” Website Critiques in Dallas, Texas

Usability isn’t a competitive advantage anymore

During the Shop.org 2010 Annual Summit in September, retailers will have the unique opportunity to attend one-on-one website critiques with industry expert Cathleen Zapata, VP, Research and Customer Experience of Metrics Marketing Group – an analytics-driven database and interactive marketing firm.

Zapata will participate in a popular session titled, “The Doctor Is In” during the retailer conference as one of the website “Doctors.” Cathy’s success and experience in the e-commerce industry working with numerous Fortune 500 clients landed her amongst the ranks selected to participate. During each afternoon of the Shop.org Annual Summit, retailer attendees will be able to reserve 20 minute time slots with a number of industry consultants. Zapata’s sessions will focus on improving the online user experience to improve site conversion. Attendees will learn how to ensure their e-commerce site, mobile site, web application, email or landing page is not only usable, but optimized to convert.

“Usability isn’t a competitive advantage anymore,” explains Zapata, “It’s simply expected. Marketers need to ensure their e-commerce sites are not only usable, but motivating, persuasive and even enjoyable as well.”

In addition to Zapata’s sessions during, “The Doctor Is In,” event attendees will also be able to connect at the marketing firm’s booth in the expo hall. Featuring a state of the art user research lab, Metrics Marketing Group is one of the only firms in the entire U.S. with both owned in-lab and mobile eye tracking, allowing retailers to optimize both their sites and stores based on what their customers’ actually see. Metrics Marketing will also be giving away an iPad to entice attendees to stop by and see eye tracking on e-commerce sites in action at its booth.

Zapata has over 15 years experience in quantitative and qualitative research, specializing in website usability. Her background includes a wealth of experience in usability testing, eye tracking, heuristic evaluations, user research and conversion enhancement strategies for Fortune 500 clients across the globe. She regularly teaches on the topic of Web Usability at colleges, conferences, and events, including her 2010 worldwide tour on Utilizing Eye Tracking to Improve the User Experience.

Shop.org is a division of the National Retail Federation with exclusive focus to provide a forum for retail executives to share information, lessons-learned, new perspectives, insights and intelligence about online and cross-channel retailing. This year’s event will take place from September 27-29, 2010 at the Gaylord Texan Hotel and Convention Center in Dallas, Texas.

About Metrics Marketing
Based in Cleveland, Ohio, 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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