Metrics Marketing Group to Host and Present “Shopping Cart Optimization: Best Practices and Benchmark for Success” for Northeast Ohio Usability Professionals’ Association

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Cleveland Marketing Firm Announces 2011 Platinum Sponsorship of NEOUPA


Metrics Marketing Group, an analytics-driven database marketing and interactive services firm, will host and present, “Shopping Cart Optimization: Best Practices and Benchmark for Success” for the Northeast Ohio Usability Professionals’ Association (NEOUPA) on March 1, 2011 at 6:30 p.m., at the firm’s offices in Westlake, Ohio.

Metrics Marketing Group’s eCommerce Practice Directors, Stephen Kidwell and Brandon McInnis and Research & Customer Experience Manager, Lisa Dragin, will discuss how to improve checkout design and optimize the customer experience during their presentation. Problems with the checkout process are the biggest single source of revenue loss for most eCommerce businesses. According to, in the U.S., 45% of online shoppers admitted having abandoned shopping carts multiple times within a specified three week period. Kidwell, McInnis and Dragin will explain how to combat these issues by discussing online transaction best practices, offering real-life examples from top online retailers and examining the process to find the balance between the customer's expectations and a retailer's need to generate a sale. Both McInnis and Kidwell have experience in developing eCommerce websites using various eCommerce software platforms including, Magento Enterprise eCommerce platform and will indentify the key design features that are needed to create shopping carts using open source technology.

Stephen Kidwell is an eCommerce Practice Director for Metrics Marketing, with a specific focus on delivering enterprise-level eCommerce solutions in the consumer retail (B2C) and business to business (B2B) industries. Stephen has over 14 years of expertise as a programmer, software architect, business analyst and program/project manager in full life-cycle ecommerce software design, development, testing and deployment. Stephen has worked with numerous Fortune 500 brands to help deliver exceptional eCommerce customer experiences.

Brandon McInnis is also an eCommerce Practice Director for Metrics Marketing, with 14 years of experience in Marketing /eCommerce, working cross-functionally within multiple organizations to build strategic Internet and Marketing solutions. By melding an in-depth analysis of customer needs with overall brand and business goals, Brandon has created the fundamental framework for effective online commerce and branding solutions. Brandon has worked with numerous online retailers, including Value City Furniture and PetSmart.

Lisa Dragin is a Research & Customer Experience Manager at Metrics Marketing Group with over a decade of experience in user research and user experience design. Lisa has a passion for making technology easier to use. She has a master’s degree in Human-Computer Interaction from Carnegie Mellon University, and has helped clients in a variety of industries, including Medical Mutual of Ohio, American Greetings, KeyBank, Joseph A Bank, OfficeMax and Scholastic Books. Lisa is also a past board member of the Northeast Ohio chapter of the Usability Professionals’ Association (NEOUPA).

“Metrics Marketing is proud to sponsor the efforts of NEOUPA and this event in particular,” commented Cathleen Zapata, VP, Research and Customer Experience at Metrics Marketing and President of NEOUPA. “Now more than ever, retailers need to optimize the online customer experience in order to gain and maintain sales. Site usability is no longer a competitive differentiator, but rather, a user expectation. Each of the presenters at this event will be able to share their unique experiences and knowledge in this space.”

Metrics Marketing also announces its 2011 Platinum Sponsorship of NEOUPA. With a unique specialty in the field of usability, a state-of-the-art usability lab, and as one of the only interactive marketing firms in the entire U.S. with both owned in-lab and mobile eye tracking, Metrics Marketing plays an important role in educating the public about the importance of usability testing to improve the user experience. Metrics Marketing also sponsored NEOUPA’s first sold-out event of the year on, Determining Readability.” In late 2010, Metrics sponsored NEOUPA’s fifth annual World Usability Day event, an event held across the globe as an initiative to ensure that services and products important to human life are easier to access and simpler to use.

Those who are interested in attending, “Shopping Cart Optimization: Best Practices and Benchmark for Success” can register online at NEOUPA’s website. The cost of the event is free for NEOUPA members and $10 for non-members. Metrics Marketing Group is located at 905 Corporate Way in Westlake, Ohio. For more information about NEOUPA and their upcoming events, visit

About Northeast Ohio Usability Professionals’ Association (NEOUPA)
Established in 2003, NEOUPA is the official Northeast Ohio chapter of the international Usability Professionals' Association. NEOUPA was started to educate, motivate and promote usability throughout Northeast Ohio for individuals interested in, involved in or responsible for websites, applications, software or any other type of user interface where usability is a key to success.

About Metrics Marketing
Based in Cleveland, Metrics Marketing offers comprehensive analytics-driven database and interactive marketing services that include: 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, e-commerce solutions, 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

Media Contact:
Megan Smargiasso

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