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Archive for June, 2005

FutureNow Post
Thursday, Jun. 30, 2005 at 10:21 am

What Will Make Your Cork Pop?

June 30th, 2005

16464584 How will you measure success? It’s a simple but powerful question every potential client must answer.

The certain sign of a potential client’s failure is when they can’t define their objectives clearly; turn their business away or live to regret it. Those owner/ managers won’t stick to a strategy because are incapable of buying in. The Cheshire Cat explained their condition: "when you don’t know where you are headed any road will do".

Tim Miles, our friend and Wizard of Ads…

...continue to read "What Will Make Your Cork Pop?"

FutureNow Post
Sunday, Jun. 26, 2005 at 3:42 pm

Are you a Customer Delighting SUPERstar?

June 26th, 2005

While taking a stroll with TheWoman this weekend, we decide to amble into The Gap.  After finding some shorts she desperately had to have, we were disappointed to learn they didn’t have the colors she had chosen, in her correct size.  The sales associate checked the stockroom, and then the inventory of the surrounding stores, and came up with nothing within 20 miles of our location.  Now here’s where the story gets interesting. 

GapGirl offers another solution- we can order…

...continue to read "Are you a Customer Delighting SUPERstar?"

FutureNow Post
Friday, Jun. 24, 2005 at 3:18 pm

Unwritten Internet Rules

June 24th, 2005
No vehicle without a driver may exceed 60 miles per hour. No one is allowed to ride a bicycle in a swimming pool. A person may not walk around on Sundays with an ice cream cone in his/her pocket. Slippers are not to be worn after 10 p.m.

These are just a few of hundreds of silly laws U.S. states have on the books. It’s hard to know exactly why or how laws like these came to be. They must’ve…

...continue to read "Unwritten Internet Rules"

FutureNow Post
Wednesday, Jun. 22, 2005 at 8:23 pm

Sport a Personality with That Online Suit

June 22nd, 2005

Flickr_logo_betaCorporate professionalism has its place (frivolity rarely persuades an account exec), but downright pro forma business-speak rarely gets noticed, even by the Dark Suit Crowd. 

Flickr won my online photo management business almost exclusively through their copyrighting.  Stuff like this:

At the very bottom of their "about" page:  The fact that you’ve read to the end of this entire document and are hanging out at the bottom of this page with nothing but this silly text to keep you company is proof…

...continue to read "Sport a Personality with That Online Suit"

FutureNow Post
Wednesday, Jun. 22, 2005 at 4:45 pm

How can you design Personae if you don’t understand them?

June 22nd, 2005

Personadesigngroup_1Don’t get us wrong, we love when people catch on to the need for designing to your visitors (and do it right), but sometimes we can’t help but chuckle at other executions.

Personas allow you to answer your visitors’ questions through language and structures that help them make their decisions. So, if you were looking for a persona-design firm, what might your motivations be? Your fears? What issues might you want resolved? How would you like to begin understanding what this…

...continue to read "How can you design Personae if you don’t understand them?"

FutureNow Post
Tuesday, Jun. 21, 2005 at 1:57 pm

Does Google Enjoy 100% Conversion?

June 21st, 2005

Mark, a  friend of ours from down under posed the following question:

In thinking about sites with high conversion rates it occurred to me that Google must be a site with close to a 100% conversion rate.

It loads really fast, the call to action is clear, the invitation is in the hot zone of screen space, there’s no ambiguity about what the site is or what the user is suppossed to do next.

If the purpose of the site is to get…

...continue to read "Does Google Enjoy 100% Conversion?"

FutureNow Post
Thursday, Jun. 16, 2005 at 2:14 am

Making Numbers Work for You

June 16th, 2005

Three conversion metrics tips that help you optimize your online efforts

Gone are the rose-colored-glasses days of “Gee Whiz.” Return on investment is the imperative. Your bottom line depends on your ability to market intelligently. And your ability to market intelligently depends on the accountability you design into your online efforts. As Jim Sterne of Target Marketing wrote for us, “There is no such thing as a perfect website, there is only … change. Do not expect to ever reach the final…

...continue to read "Making Numbers Work for You"

FutureNow Post
Wednesday, Jun. 15, 2005 at 12:43 pm

Bloggers getting on board

June 15th, 2005

Jim Logan, guest blogging on wondered aloud "Is it time to talk more about conversion?" You can imagine we agree, but we did have to mention one teeny-tiny Freudian Slip:

Oh JSLogan, we were with you right up ’til the point you said “A site that is organized towards your purpose” ;)

I’m giving you the benefit of the doubt, because you clearly get it, that what you meant to say was “A site that is organized towards your VISITORS’ purpose,…

...continue to read "Bloggers getting on board"

FutureNow Article
Wednesday, Jun. 15, 2005

Relevance Rules!

June 15th, 2005

Make sure you’re delivering relevance – blissful, utterly reassuring, confidence-building, persuasive relevance – at every turn

I got everybody here one of those desk plaques extolling the critical value of communicating benefits rather than features. Now I’m planning one that goes something like this: Relevance Rules!

If you can’t deliver relevance to your visitors at every turn, how do you expect them to stay engaged with you? Irrelevance persuades no one.

And yet, irrelevance abounds in cyberspace. It’s one of the top reasons…

...continue to read "Relevance Rules!"

FutureNow Post
Friday, Jun. 10, 2005 at 11:29 am

How to Develop a Landing Page Framework

June 10th, 2005

Why do landing page campaigns so often convert poorly? Because in planning them, the creators fail to think beyond the page itself. Typically, prospects click through an email or a banner ad to a single landing page with a single call to action and little, if any, persuasive copy.

Don’t assume a banner or search result creates demand or understanding in a complex product or offering. Don’t assume everyone who clicks through to a landing page is ready to buy. These…

...continue to read "How to Develop a Landing Page Framework"

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