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Archive for August, 2004

FutureNow Post
Monday, Aug. 30, 2004 at 12:34 pm

How hard is it to hit the “REPLY” Button?

August 30th, 2004

Customer visits your site.

Customer is very interested in what you have to sell.

Customer has question that she cannot find an answer to on your site.

Customer finds contact email and spends time typing an inquiry about your company/service/product. Hits send button.


Customer waits and waits and waits and waits and waits.

Customer gets NO reply.

Customer assumes you don’t want her business.

Customer begins to visit your competitors.

Customer finds the answer to their question and then purchases from your competitor.

All the web analytics, all the…

...continue to read "How hard is it to hit the “REPLY” Button?"

FutureNow Post
Friday, Aug. 27, 2004 at 7:49 am

Broadband and a Faster Vs. Richer User Experience

August 27th, 2004

Late last week Internet Retailer reported on some very exciting news. Just a tad over 50% of US Households are accessing the internet using a broadband connection. Read the whole story.

This is good great news for ecommerce, it means the internet is becoming more important to people, it also means that some are going to spending more time, and eventually more money. Niiiice.

The worst thing that could happen now is a lot of ‘creative’ or ‘rich media’ web developers view…

...continue to read "Broadband and a Faster Vs. Richer User Experience"

FutureNow Post
Thursday, Aug. 26, 2004 at 10:31 am

Don’t Eat My Cookie!!!

August 26th, 2004

If you’re business depends on using Web Analytics or any kind of tracking cookies it is imperative you read Dave Morgan’s column on ClickZ – The Endangered Cookie . This is one of the main issues the newly formed Web Analytics Association is dealing with in their Advocacy committee. If you want to get involved let us know.

...continue to read "Don’t Eat My Cookie!!!"

FutureNow Post
Thursday, Aug. 26, 2004 at 2:00 am

Linkin’ Ain’t Easy

August 26th, 2004

When the crew at Future Now isn’t researching and developing new foreward thinking tools and methods to increase our client’s conversion rates each of us willingly donate a little free time to help the wardrobe-challenged Bryan Eisenberg find just the right clothes to wear to whatever speaking appearance is next on his calender.

Today it was my turn, and after a couple google searches I believed I hit paydirt. The How-To article on the site indicated to me that the clothes I…

...continue to read "Linkin’ Ain’t Easy"

FutureNow Post
Tuesday, Aug. 24, 2004 at 7:36 am

Dull Web Page Copy – To Know it is to Avoid it – Part 2

August 24th, 2004

During a previous post we began a study of the Dullest Blog In The World, using the dull copy as an example of what not to do when writing for the web. We continue with the 3rd and final element of dull copy.

Dull Element #3 – Colorless Verbs and Nouns

Let’s take a look at a post from November 14, 2003…

Tying my shoelace The lace on one of my shoes was undone. I knelt down, took the two ends of the lace…

...continue to read "Dull Web Page Copy – To Know it is to Avoid it – Part 2"

FutureNow Post
Monday, Aug. 23, 2004 at 11:15 am

When Binary Thinking Collides With Fuzzy Understanding

August 23rd, 2004

The present SEM market was formed when an obsession with “instant” results collided with marketers misunderstanding of the purchase consideration process to produce a form of binary thinking that severely limits marketers’ ability to persuade. Persuasion is not a binary (on or off) or linear process. Persuasion is an iterative process.

The Internet cannot be understood as a purely direct marketing vehicle but it also cannot be understood simply using the traditional brand marketing paradigm. On the Internet the entire persuasive experience needs…

...continue to read "When Binary Thinking Collides With Fuzzy Understanding"

FutureNow Post
Tuesday, Aug. 17, 2004 at 1:11 pm

Dull Web Page Copy – To Know it is to Avoid it – Part 1

August 17th, 2004

Let’s face it, the internet is rampant with dull copy, copy so dull it can make even the most exciting product seem excruciatingly boring. Dull copy can take special moments in life and reduce you to tears of boredom, dull copy you can even take all the fun out of pretending to be Harry Potter.

So how does one avoid writing dull copy? One technique is to closely study the elements of dull copy and avoid them like bad breath. To accomplish this…

...continue to read "Dull Web Page Copy – To Know it is to Avoid it – Part 1"

FutureNow Post
Monday, Aug. 16, 2004 at 11:26 am

The Conversion Rate Daydream of a Persuasion Architect

August 16th, 2004

Persuasion Architects daydream like everybody else.

We dream of untold riches, world peace, distant rich uncles leaving a sizeable inheritance, island paradise vacations, fancy cars, winning the lottery, you know…the typical stuff. But this weekend I had a daydream only a Persuasion Architect could have.

It must have started Friday when I read three stories posted on Internet Retailer, each story projecting tremendous growth for ecommerce. One story told how Forrester research projects that by 2010 13% of all general merchandise…

...continue to read "The Conversion Rate Daydream of a Persuasion Architect"

FutureNow Post
Wednesday, Aug. 11, 2004 at 8:02 pm

When Your Customers Speak English and You Don’t , Website Conversion Will Suffer

August 11th, 2004

Not Speaking EnglishAs a persuasion architect it is my job to ‘translate’ industry and insider terms used by our clients and help them communicate the benefits of those terms and features in a way that will best appeal to a persona’s motives.

It is now my mission in life to sign this company (wmv download) up as a Future Now client and charge them by the word. Then our team can start looking for places to retire.

...continue to read "When Your Customers Speak English and You Don’t , Website Conversion Will Suffer"

FutureNow Post
Wednesday, Aug. 11, 2004 at 6:45 pm

Hats Off To Our Persuasion Architecture Partner iProspect

August 11th, 2004 learns how to fish the bigger pond Incorporating persuasion into the buying process early lets e-retailers reach past visitors who arrive ready to buy into the larger pool of those who aren’t, but might be convinced to. That’s the goal of and Persuasion Architecture. Read the entire story.

...continue to read "Hats Off To Our Persuasion Architecture Partner iProspect"

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