SOURCE: Precision Dialogue

Precision Dialogue

September 19, 2013 20:14 ET

User Experience and Conversion Expert Cures eCommerce Ailments for Retailers at Annual Summit

Precision Dialogue Joins Industry Veterans at the "Doctor Is In" Website Critiques in Chicago, Illinois

CLEVELAND, OH--(Marketwired - September 19, 2013) - As Nielsen Norman Group said so proficiently, usability is a prerequisite for eCommerce success. It doesn't matter how affordable the products are, if people can't find them, or if they get stuck on a step in the checkout process, then customers cannot buy the product. During the Annual Summit, retailers will have the opportunity to attend one-on-one website and mobile application critiques with industry experts including Cathleen Zapata, VP of Research and Customer Experience at Precision Dialogue, an analytics-driven, omni-channel, customer engagement firm. 

Zapata will participate in the popular session titled, "Doctor Is In" during the retailer conference as one of the website "doctors." She will be conducting private one-on-one website and mobile application critiques for retailers while covering the latest trends and research in mobile and tablet user experiences. Zapata will provide recommendations and best practices grounded on research that can improve the user experience of websites, emails, mobile, tablet, direct mail or other channels.

Attendees are encouraged to 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 solutions. Attendees will leave with an overall understanding of user experience and conversion enhancement strategies.

"Retailers need to incorporate real user feedback in their eCommerce website design process so user needs are considered and usability doesn't become an obstacle for the shopper's ability and willingness to buy," explained Zapata. "eCommerce sites can often double sales by following usability best practices, proven research and utilizing a user-centered design approach."

Retailers will be able to connect with Zapata during a "Doctor Is In," session and at the marketing firm's booth (#1031) in the expo hall. Featuring a state-of-the-art user research lab, Precision Dialogue is one of the only firms in the Midwest that owns both in-lab and mobile eye tracking, allowing retailers to optimize their websites based on what their customers' actually see. Precision Dialogue will be giving away a free usability study with eye tracking to entice participants to optimize their website or application experiences no matter what device their customers are using today.

Cathleen Zapata has more than 17 years of experience in quantitative and qualitative research, specializing in customer experience. Her background includes a wealth of experience in usability testing, eye tracking, heuristic evaluations, user research and conversion enhancement strategies. She has also served on the board of the Cleveland chapter of the User Experience Professionals Association (UXPA) for the past 7 years. 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

To learn more about Precision Dialogue's Research and Customer Experience, visit

Precision Dialogue is a vertically integrated customer engagement firm with a proven methodology for mining and analyzing customer insights and behaviors to create targeted personalized communication through a variety of integrated online and offline channels. Anchored by a focused vision and progressive history, the company has become a leading full service end-to-end marketing solution provider uniquely positioned to manage the radically evolving demands of this new era of consumer and business marketing. To learn more about Precision Dialogue, visit

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