When you ask people about what makes something good, like the iTunes music store, they usually spew out simplistic and obvious answers. “It’s just cooler”, “They have the songs I like,” “It’s easier to find stuff.” But ask the same folks what makes it cooler, or easier to use, and rarely will you extract a cohesive answer. This is likely because we all have a lifetime of practice being critical comparing one thing to another, and very little practice questioning…

...continue to read "Apple, Conversions, and Usability Part 2"

Bryan Eisenberg, Future Now’s Chief Persuasion Officer, shared this little tidbit with me today.

The Internet offers a virtually frictionless way for consumers to buy; that means we must work that much harder to persuade and inform buyers since they are one click from your competitor across the globe. As a merchant you have to decide: will you do the hard work; leave it up to the buyer; or will you let your competitor do it? It’s up to you, the…

...continue to read "Apple, Conversions, and Usability"

Below is a real life email exchange between X-Gaming Customer Service (A Future Now Client) and one of their site’s visitors…the names have been changed to protect the not-so-innocent.

—–Original Message—– From: Customer Sent: Sunday , June 27, 2004 12:08 AM Subject: Bulletproof?

hi i am just wondering if the x-arcade is really bulletproof

—–Original Message—– From: Xgaming, Inc Sent: Monday , June 28, 2004 10:39 AM Subject: Bulletproof?

Not literally sir, it is made of wood.

Herbert

Customer Service Representative

Roy H. Williams “The Wizard…

...continue to read "Wizards First Rule"

We’re excited! The high spirits are palpable! We can taste the sweet smell of success and it’s better than hot-fudge sundaes.

We have the track record. Last week we counted them up and documented over two-hundred clients that have achieved a minimum of double digit increases in their conversion rates. The clients are even happier than we are.

What’s the secret? Is it something we keep wrapped up tight in a magical black box that attaches to a server? Is it something…

...continue to read "Eureka! It’s the Killer App: a Conversion Rate Booster"

I have to admit this week has been a little disorienting for me.

First, they introduce a “C2″ version of a spud! Does that mean I can someday eat healthy french fries? I’m confused

Second, I am thrown another loop when I read our nation’s leaders use really bad words. Who knew?!

Third, I find out that Dogs do actually play poker.

Finally…Gerry McGovern calls me a SALESMEN. I’ve been called alot of things…but a SALESMEN?????

The world just makes no sense anymore. Please…

...continue to read "World World Please Make Sense!"

Which best describes your company?

1) We monitor our site’s metrics and KPIs (Key Performance Indicators) 2) We don’t.

If you don’t watch your sites metrics you probably fall into one of these groups

1) You think web analytics are too complicated and wouldn’t know what to do with them 2) You can’t afford web analytics 3) You don’t know which tool is best 4) You know everything and therefore don’t need this information

According to an article in Internet Retailer 24% of of…

...continue to read "Web Analytics"

It’s 9:03 am on a Monday

The steam from your decaf ribbons skyward from your Styrofoam cup, you find yourself in the conference room at your favorite grocery store chain headquarters.

Meeting subject: Increase Sales

The Regional Veep Steps brazenly to the front of room.

“I have found our silver bullet! It is an area where we can dominate the other grocery stores, where we can be the best, where we can squash our competition. Ladies and Gentlemen I want to create the…

...continue to read "Milk! It Does A Grocery Store Good"

Well, well. Aren’t we Internet worker bees causing quite a stir…again!

From BusinessWorld Online…

E-Biz Strikes Again! The Internet has rewritten the rules for books, music, and travel. Which industries are next? Here are six

As the Internet boom turned into bust, corporate America could be forgiven for allowing itself a small sigh of relief. When all was giddy, and the stock market giddiest of all, big companies feared the disruptive power of the Net. Look what happened to Barnes &…

...continue to read "A Wonderful Mess"

When you are in the persuasion business, going under in the sea of a client’s high expectations can be a serious occupational hazard.

When businesses line up to ask us for help, we see thier eyes google with dreams of triple fold increases in conversion, the corners of their lips drool with possibilities of increased sales. But if doin’ this stuff was easy, everybody would be doin’ it right?

Can I help you increase conversion? YES It’s highly likely.

Can I…

...continue to read "I Can’t Do EVERYTHING!"

Understanding the keywords and trigger words your customers would use is essential to your ability to persuade

Numbers and words, numbers and words. Imagine Jiminy Cricket on your shoulder whispering that in your ear. Or, if you’re not keen on crickets, imagine the Dallas Cheerleaders waving their pom poms as they chant that mantra over and over.

Why? Because as we say around here, numbers and words are pretty much the Alpha and Omega of ebusiness. What’s it all about, Alfie? You…

...continue to read "Are You Using the Words Your Customers Are Using?"