Metrics Marketing Group Reveals Proprietary Research to Help Online Retailers

Cleveland Marketing Firm Leverages In-House Usability Expertise to Improve eCommerce Demo Site; Develops Proprietary Research

CLEVELAND, OH (September 6, 2011) – Metrics Marketing Group, an analytics-driven database marketing and interactive services firm, recently debuted proprietary research on user experience best practices that can help online retailers build user-friendly sites using the Magento Enterprise platform.

Metrics Marketing, a Magento Gold Solution partner and authorized reseller, created a demo eCommerce site using the Magento Enterprise platform to show prospective clients its array of features and functionalities. In order to improve the user experience of the out-of-box solution, Metrics Marketing’s Research and Customer Experience team conducted a formal heuristic evaluation and usability expert review of the demo site.  A Heuristic Evaluation is an evaluation conducted by reviewing an interface, and measuring it against proven usability best practices, or known “heuristics.”

The Research and Customer Experience team collected more than 80 unique findings, each accompanied with a specific, strategic, and actionable solution for improving the user experience. Some of the high level themes of the evaluation were related to navigation balance and consistency, site credibility, the checkout and conversion process and other interaction elements throughout the site. As the next step, the eCommerce team at Metrics will be implementing the solutions into the out-of-box version of the site to use as the base version going forward.

“Our research has proven that even high-quality sites can always be improved,” commented Cathleen Zapata, Vice President of Research & Customer Experience at Metrics Marketing. “A Heuristic Evaluation is an often recommended foundational first step to ensure known usability best practices are being adhered to.” Zapata continues, “Following, conducting usability testing with your specific target site users then uncovers the really good stuff – actual user behavior, expectations, motivations and so much more, which is unique to every company and site.”

Cathleen Zapata has been selected again this year to participate in “The Doctor Is In” at’s Annual Summit at the Boston Convention & Exhibition Center in Boston, Massachusetts from September 12-14, 2011. Attendees can sign up for private, 20 minute, one-on-one consultations with Zapata who will critique specific aspects of their website, answer questions, discuss ideas and provide tactical and practical solutions. To secure a time slot with Cathleen Zapata for “The Doctor Is In,” attendees should register online at Attendees can also view the full, proprietary report from the study on Magento’s out-of-box site during at Metrics Marketing’s booth #630. Annual Summit is the digital retail industry’s premier event where thousands of executives gather with the common purpose of advancing their industry through the sharing of knowledge, experience and expertise. To learn more about Annual Summit, visit

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, eCommerce solutions, web usability, web analytics, user research, traditional market research and Customer Relationship Management (CRM) strategy consulting. Metrics Marketing Group is a Precision Dialogue company and is located at 905 Corporate Way in Westlake, Ohio. Additional information can be found at


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Kelly Bowman