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Archive for February, 2004

FutureNow Article
Sunday, Feb. 1, 2004

How Do You Measure Conversion?

February 1st, 2004

What I’d like conversion to mean to you!

What does a visitor have to do before you consider her “converted”?”Uh, duh, Grok,” I hear someone say. “Like, buy something, dude.”

Bing, bing, bing. Confetti falls. The crowds cheer.

Nobody would get that wrong, right? Well … it’s a good partial answer. But the real answer is that most Web sites have multiple points of conversion. Dozens. Hundreds. Sometimes thousands!

“Say what???”

Come into my parlor.

Here’s what I’d really like to tattoo on the ebusiness lobe…

...continue to read "How Do You Measure Conversion?"

FutureNow Article
Sunday, Feb. 1, 2004

Emotionally Speaking

February 1st, 2004

When you are trying to appeal to your visitors’ emotions, ditch the flowery copy.

People often ask me what I mean when I say it’s important to appeal to the emotional needs of the folks who come to your Web site. Like, is it really about writing extravagantly, in a fashion that suggests the emotions of the copy’s author are stirred up and yours are about to be next? Should we be in search of flamboyant prose?

It’s then I realize people…

...continue to read "Emotionally Speaking"

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